Understanding Corporate Brand Advocates' Experiences About Brand Alignment

摘要

In recent years, academic and managerial interest toward corporate brands has been growing, with the business-to-business (B2B) context being the most fertile ground for corporate brand strategy. Consumers of a cotporate brand are not just customers but also other stakeholders such as, employees, suppliers, creditors, media etc. Since, concerns and interests of different stakeholders are diverse there can be misalignment between how a corporate brand is projected and how it is perceived across stakeholders.