The monarchy as a corporate brand - Some corporate communications dimensions

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The monarchy as a corporate brand - Some corporate communications dimensions. / Greyser, Stephen A.; Balmer, John M. T.; Urde, Mats.

In: European Journal of Marketing, Vol. 40, No. 7-8, 2006, p. 902-908.

Research output: Contribution to journalArticle

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Greyser, Stephen A. ; Balmer, John M. T. ; Urde, Mats. / The monarchy as a corporate brand - Some corporate communications dimensions. In: European Journal of Marketing. 2006 ; Vol. 40, No. 7-8. pp. 902-908.

RIS

TY - JOUR

T1 - The monarchy as a corporate brand - Some corporate communications dimensions

AU - Greyser, Stephen A.

AU - Balmer, John M. T.

AU - Urde, Mats

PY - 2006

Y1 - 2006

N2 - 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.

AB - 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.

KW - corporate branding

KW - corporate communications

U2 - 10.1108/03090560610670052

DO - 10.1108/03090560610670052

M3 - Article

VL - 40

SP - 902

EP - 908

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 7-8

ER -