UNDERLYING DRIVERS OF CORPORATE BRANDING  ADOPTION

Gitonga, Patrick. K; Thuo, Kuria. J

dc.contributor.author	Gitonga, Patrick. K
dc.contributor.author	Thuo, Kuria. J
dc.date.accessioned	2024-06-19T11:34:06Z
dc.date.available	2024-06-19T11:34:06Z
dc.date.issued	2015-03
dc.identifier.issn	2249-1058
dc.identifier.uri	http://localhost:8282/xmlui/handle/123456789/459
dc.description.abstract	This article presents a review of literature on the key drivers behind the adoption of corporate branding by organisations. In this regard it traces the origins and evolution of corporate branding from the academic and managerial perspective and attempts to identify the major factors that have led to this adoption and thus provides the link between this adoption and the changes in the dynamic environment, in which organisations operate in. Therefore, it is the objective of this paper to provide a better understanding of the key drivers that have influenced the adoption of corporate branding.	en_US
dc.description.sponsorship	Authors	en_US
dc.language.iso	en	en_US
dc.publisher	International Journal of Marketing and Technology	en_US
dc.relation.ispartofseries	Vol. 5;Iss. 3
dc.subject	Corporate Branding,	en_US
dc.subject	Corporate Branding Key Drivers	en_US
dc.title	UNDERLYING DRIVERS OF CORPORATE BRANDING ADOPTION	en_US
dc.type	Article	en_US