Brand Orientation Culture During COVID-19 Crisis: A Survival Strategy

DOI

10.2991/assehr.k.210514.011How to use a DOI?

Keywords

Brand orientation culture, Brand performance, COVID-19

Abstract

The aim of this conceptual paper is to examine the culture of brand orientation and its impact on brand performance during COVID-19 pandemic. This paper addresses the research gap in corporate culture and branding literature regarding the roles of brand orientations, internal branding and brand performance. It is suggested that brand orientation can contribute to brand performance through internal branding.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ahmed Rageh Ismail
AU  - Bahtiar Mohamad
AU  - Suyatno
PY  - 2021
DA  - 2021/05/17
TI  - Brand Orientation Culture During COVID-19 Crisis: A Survival Strategy
BT  - Proceedings of the International Conference on Language Politeness (ICLP 2020)
PB  - Atlantis Press
SP  - 77
EP  - 82
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210514.011
DO  - 10.2991/assehr.k.210514.011
ID  - Ismail2021
ER  -