Corporate branding and transformational leadership in turbulent times
(2012)
Journal Article
Kaufmann, H. R., Vrontis, D., Czinkota, M., & Hadiono, A. (2012). Corporate branding and transformational leadership in turbulent times. Journal of Product and Brand Management, 21(3), 192-204. https://doi.org/10.1108/10610421211228810
Purpose: Environmental changes require higher levels of corporate authenticity when communicating with stakeholders. This is achieved by a congruence of stakeholder and brand identities. Focusing on employee identity, the purpose of this paper is to... Read More about Corporate branding and transformational leadership in turbulent times.