Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
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DOI: 10.1016/j.jbusres.2020.04.026
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- Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.
- Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
- Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.
- Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
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Keywords
Corporate brand identity co-creation; Performativity theory; Business-to-business branding; Case study;All these keywords.
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