Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

• Published in: European journal of marketing Vol. 51; no. 9/10; pp. 1462 - 1471
• Main Author: Balmer, John M.T
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.01.2017; Emerald Group Publishing Limited
• Subjects: Brand identification; Corporate identity; Ethics; Market strategy; Marketing; Philosophy; Scholars; Social responsibility; Stakeholders; Stockholders; Studies; Corporate heritage; Corporate marketing; Corporate brand; Corporate identity

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversa...