The Corporate Brand: Dealing with Multiple Stakeholders

$54.97 plus tax (Refund Policy)

Buy Article:

Abstract:

The emotional responses of differing stakeholders towards the corporate brand must be considered, yet few studies look beyond the customer. This paper examines a university business school from the separate perspective of its staff, students and employers. Members of the 3 groups returned 505 questionnaires, and qualitative research was also conducted. The views of the school's senior management team were obtained and compared with those from the full study. Significant gaps are observed between the different perspectives. A main focus of the paper is how the management team responded to the data and in particular to the differences between what was expected from the corporate branding literature and the empirical results.

Keywords: BRANDING; BUSINESS SCHOOL; CORPORATE BRAND; STAKEHOLDERS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725707X178567

Publication date: February 1, 2007

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more