Proceedings of the International Conference on Language Politeness (ICLP 2020)

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

Authors
Ahmed Rageh Ismail, Bahtiar Mohamad, Suyatno
Corresponding Author
Ahmed Rageh Ismail
Available Online 17 May 2021.
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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Volume Title
Proceedings of the International Conference on Language Politeness (ICLP 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 May 2021
ISBN
978-94-6239-380-6
ISSN
2352-5398
DOI
10.2991/assehr.k.210514.011How to use a DOI?
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/).

Cite this article

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  -