Titlebook: Advances in Corporate Branding; John M. T. Balmer,Shaun M. Powell,Tim Oliver Brexe Book 2017 The Editor(s) (if applicable) and The Author(

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https://doi.org/10.1007/1-4020-4635-9 their ability to create corporate and shareholder value. In addition, it is an identity category that can be highly meaningful to stakeholders including groups and individuals. Why? Because corporate brand can help individuals define who they are.

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https://doi.org/10.1007/978-3-031-21714-2h other stakeholders (Brodie ., 2009; Hatch and Schultz, 2010; Frow and Payne, 2011). In this respect, there is an opportunity to build an integrated brand value co-creation model (BVCC) (Merz ., 2009) that can be used in different business settings (Wallström ., 2008; Payne ., 2009; Pillai, 2012).

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g research topics to aid PhD and advanced students.Highlight.This prestigious edited collection of articles from the .Journal of Brand Management. discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics a

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