The monarchy as a corporate brand - Some corporate communications dimensions

被引：17

作者：

Greyser, Stephen A. ^{[1
]}

Balmer, John M. T.

Urde, Mats

机构：

[1] Harvard Univ, Sch Business, Boston, MA 02115 USA

[2] Bradford Sch Management, Bradford, W Yorkshire, England

[3] Lund Univ, Brand Management Res Program, Lund, Sweden

[4] Lund Univ, Execut Programme Corp Brand Management, Lund, Sweden

来源：

EUROPEAN JOURNAL OF MARKETING | 2006年 / 40卷 / 7-8期

关键词：

corporate branding; corporate communications;

D O I：

10.1108/03090560610670052

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications - That monarchies are analogous to organisational brands and are amenable to being managed as such. Originality/value - Draws on a unique study relating to monarchies as corporate brands.

引用

页码：902 / 908

页数：7