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| Tekijä: | Roper, S. Davies, G. |
| Otsikko: | The corporate brand: dealing with multiple stakeholders |
| Lehti: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2 p. 75-90 |
| Asiasana: | corporate image brands stakeholders business schools emotions |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the emotional respoonses of differing stakeholders towards the corporate brand. The authors conducted research in a university business school to obtain the perspectives of its staff, students and employers. The focus of the paper is how the management team responded to the data. |
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