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Journal articles

Managing brand identity strategy: how professional football wins the game

Jens Blumrodt 1 Nell Huang-Horowitz 
1 Rennes School of Business
Abstract : While research on brand identity is abundant, an area that is less explored is whether an organisation’s communication about itself directly translates to key stakeholders’ perception of that organisation. The purpose of this study is to explore whether certain Web-based communication strategies are more effective in aligning organisations’ communicated identity (CI) with their perceived identity (PI).
Keywords : Websites Brand image Brand identity Digital communication Football Web-based communication
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Journal articles
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https://hal-rennes-sb.archives-ouvertes.fr/hal-02002392
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Submitted on : Thursday, January 31, 2019 - 4:20:00 PM
Last modification on : Thursday, February 7, 2019 - 4:05:09 PM

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Jens Blumrodt, Nell Huang-Horowitz. Managing brand identity strategy: how professional football wins the game. Journal of Business Strategy, Emerald, 2017, 38 (6), pp.31-37. ⟨10.1108/JBS-08-2016-0083⟩. ⟨hal-02002392⟩

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