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• W2074056723 abstract "In many cases, research in corporate branding, stakeholder management and also corporate reputation management takes on a role concept without testing or probing it. This paper seeks to analyze if customers, employees, shareholders and journalists – as important corporate stakeholders – are truly distinguishable target groups for corporate branding and stakeholder management. Using discriminant and factor analyses, this study found strong support for the role concept, in particular, concluding that some stakeholder attributes are more appropriate for generic, nonspecific branding and marketing approaches while several other attributes are better suited to stakeholder-specific targeting or positioning strategies." @default.
• W2074056723 created "2016-06-24" @default.
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• W2074056723 date "2007-09-01" @default.
• W2074056723 modified "2023-10-07" @default.
• W2074056723 title "The Role Concept in Corporate Branding and Stakeholder Management Reconsidered: Are Stakeholder Groups Really Different?" @default.
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• W2074056723 doi "https://doi.org/10.1057/palgrave.crr.1550050" @default.
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