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In what way do Dutch newspapers report about large Dutch enterprises and to what extent are differences in media coverage caused by business-related variables and/or media related variables? A content analysis of 2,354 articles from Dutch newspapers about 25 Dutch companies shows that companies...
Based on the findings of an empirical study among communication executives in 11 multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial community, the augmenting skills shortage...
Promotional events or event marketing is currently at the infant stage in China, but holds great potential for the future. This is concluded from an Internet‐based survey. The respondents believe that event promotion provides international companies with a viable alternative to the increasingly...
The increasing of the amount of advertising activities around the world has underscored the importance of understanding advertising effectiveness in international markets. In recent years, the growth of Chinese economy has produced a significant “modern Chinese consumer”. This study examines...
It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external spheres of the organisation. This paper presents the findings from a study in the UK retail sector, to assess whether practitioners share the view that the...
This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a corporate brand after merging four banks in their group into one new large one. Models of corporate branding are...
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