@article{15548e58e8d946d782cea493d4b352fc,
title = "To Brand or Not To Brand? Trade-offs in Corporate Branding Decisions",
keywords = "advertising, brand, communications, corporate branding, e-communication, identity, image, intangibles, philanthropy, positioning, reputation, stakeholder",
author = "Griffin, {J. J.}",
note = "Publisher Copyright: {\textcopyright} 2002, Palgrave Macmillan.",
year = "2002",
month = oct,
day = "1",
doi = "10.1057/palgrave.crr.1540176",
language = "English",
volume = "5",
pages = "228--240",
journal = "Corporate Reputation Review",
issn = "1363-3589",
number = "2-3",
}