Abstract
In this opening section, entitled “Corporate brands in context,” the nature of corporate brands and the fundamentals of corporate brand management are succinctly delineated.
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Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (2017). Introduction: Current State and Future Directions for Research on Corporate Brand Management. In: Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (eds) Advances in Corporate Branding. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00008-5_1
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DOI: https://doi.org/10.1057/978-1-352-00008-5_1
Publisher Name: Palgrave Macmillan, London
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