An evaluation of corporate brand character

This article is concerned with the role of credibility in relation to corporate brands. By adapting the method of evaluating a person’s credibility, the article will present evidence in favour of developing a more comprehensive evaluation method.
  

An evaluation of corporate brand character

Pernille SchnoorCopenhagen Business School

“Corporate branding is one of those things that everyone believes is important, yet there is very little consensus as to what it means. Words such as...