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INFLUENCE OF ORGANIZATIONAL CULTURE ON CORPORATE BRAND

Brand, being a significant intangible resource, requires special attention not only from marketers, but also from the management of the organization, as its formation affects various aspects of production and economic activity. The given review of the Russian and foreign points of view on interrelat...

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Principais autores: N. A. Bashkina, N. V. Klym-Eremina, V. V. Orlov
Format: Artigo
Sprog:Inglês
Udgivet: Publishing House of the State University of Management 2020-04-01
Serier:Вестник университета
Fag:
branding
corporate brand
organizational culture
corporate social responsibility
corporate culture
brand capital
communications
image
Online adgang:https://vestnik.guu.ru/jour/article/view/2065
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