Corporate Branding and the "Conformity Trap"

Yun Mi Antorini, Majken Schultz

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    Original languageEnglish
    Title of host publicationCorporate Branding, Purpose/People/Process : Towards the Second Wave of Corporate Branding
    EditorsMajken Schultz, Yun Mi Antorini, Fabian F. Csaba
    Place of PublicationFrederiksberg
    PublisherCopenhagen Business School Press
    Publication date2005
    Pages57-76
    ISBN (Print)8763099640
    Publication statusPublished - 2005

    Cite this

    Antorini, Y. M., & Schultz, M. (2005). Corporate Branding and the "Conformity Trap". In M. Schultz, Y. M. Antorini, & F. F. Csaba (Eds.), Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding (pp. 57-76). Frederiksberg: Copenhagen Business School Press.