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Mats Urde
Universitetslektor
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The monarchy as a corporate brand - Some corporate communications dimensions
Författare
Summary, in English
Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications - That monarchies are analogous to organisational brands and are amenable to being managed as such. Originality/value - Draws on a unique study relating to monarchies as corporate brands.
Avdelning/ar
- Företagsekonomiska institutionen
Publiceringsår
2006
Språk
Engelska
Sidor
902-908
Publikation/Tidskrift/Serie
European Journal of Marketing
Volym
40
Issue
7-8
Dokumenttyp
Artikel i tidskrift
Förlag
Emerald Group Publishing Limited
Ämne
- Business Administration
Nyckelord
- corporate branding
- corporate communications
Aktiv
Published
ISBN/ISSN/Övrigt
- ISSN: 0309-0566