Corporate brand orientation: Identity, internal images, and corporate identification matters
探讨企业身份、内部品牌形象和企业品牌认同对企业品牌导向的重要性，提出三个命题，帮助学者和高级管理者理解这些概念之间的关联并加以评估。
Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orientated organizations. They also need to be cognizant of these dimensions and regularly appraise them.