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How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh
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Resumo(s)
Defining and communicating the corporate brand purpose can offer a myriad of benefits for
companies. However, companies lack awareness of the topic, and research on the subject is still
burgeoning. This paper aims to contribute to the research field of brand management through
the case study of TVH. In particular, it examines the articulation between their purpose-related
actions, or Brand Do, and their purpose-related communications, or Brand Say, to understand
how companies should communicate their corporate brand purpose.
Descrição
Palavras-chave
Sustainability Brand Management Corporate Purpose CEMS MIM