Managing brand identity strategy: how professional football wins the game - Rennes School of Business Access content directly
Journal Articles Journal of Business Strategy Year : 2017

Managing brand identity strategy: how professional football wins the game

Abstract

While research on brand identity is abundant, an area that is less explored is whether an organisation’s communication about itself directly translates to key stakeholders’ perception of that organisation. The purpose of this study is to explore whether certain Web-based communication strategies are more effective in aligning organisations’ communicated identity (CI) with their perceived identity (PI).
No file

Dates and versions

hal-02002392 , version 1 (31-01-2019)

Identifiers

Cite

Jens Blumrodt, Nell Huang-Horowitz. Managing brand identity strategy: how professional football wins the game. Journal of Business Strategy, 2017, 38 (6), pp.31-37. ⟨10.1108/JBS-08-2016-0083⟩. ⟨hal-02002392⟩
46 View
0 Download

Altmetric

Share

Gmail Facebook X LinkedIn More