Author: | Greyser, S. A. Balmer, J. M. T. Urde, M. |
Title: | The monarchy as a corporate brand: some corporate communications dimensions |
Journal: | European Journal of Marketing
2006 : VOL. 40:7-8, p.902-908 |
Index terms: | brands communication |
Freeterms: | corporate brand monarchies |
Language: | eng |
Abstract: | The article examines the role of corporate communications from the perspective of the monarchy as a corporate brand. The examination builds on the key results of an extensive study on monarchies. The results show that corporate communications is an important element of corporate brand management; this is the case especially when constitutional monarchies are in question. |
SCIMA