New Frontiers and Perspectives in Corporate Brand Management: In Search of a Theory

摘要

In this preface, we present a pell-mell of issues related to corporate brand management: introducing the concept of corporate branding, identifying the purposes of the papers in this issue, reviewing the theoretical benchmarks needed to develop a real theory of corporate branding, and proposing a research agenda. In doing so, we offer new frontiers and perspectives in corporate brand management.