Acceso usuarios
John M.T. Balmer, Trine S. Johansen, Anne Ellerup Nielsen
The exponential growth of interest in corporate identity, corporate communication, corporate reputation, and corporate branding among scholars and managers dates back to the 1950s. The intervening period has resulted in new ways of conceptualizing organizations and communication, new management functions and responsibilities, a new family of consultancies, and the emergence of new writings on corporations (Balmer and Greyser 2003, 1). Many have argued that of all the constructs, corporate identity, in particular, is of pivotal organizational importance (Stuart 1999; Cornelissen 2014)
