Title :
Notice of Retraction
Research on Branding-Based Corporate Value Proposition and Brand Culture
Author :
Zhang Yi ; Zhang Rui
Author_Institution :
Inst. of Brand Sci., Chongqing Univ. of Arts & Sci., Chongqing, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
A lot of literature shows that brand building is not only the responsibility of marketing department, but also the responsibility of whole corporate. It must be a cause which services all stakeholders. The paper analyses the liability of organization departments in the development of brand relationships and the effect of organization branches on brand relationships. It, hence, puts forward organization value proposition and brand culture based on stakeholder-brand relationship. Finally, it offers advices on how to develop stakeholders-brand interaction and the future research.
Keywords :
marketing; organisational aspects; brand culture; brand relationship development; branding-based corporate value proposition; organization department; organization value proposition; stakeholder-brand relationship; stakeholders-brand interaction; Art; Environmental management; Government; Joining processes; Licenses; Logistics; Manufacturing; Marketing and sales; Marketing management; Planning;
Conference_Titel :
Management and Service Science, 2009. MASS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-4638-4
DOI :
10.1109/ICMSS.2009.5301792
