General Building Service

General Building Service Although a few scholars have suggested that the strategic alignment of the corporate brand's business partner network is essential to bring the corporate brand conscience to life, there remains limited research about the proc...

General Building Service Although a few scholars have suggested that the strategic alignment of the corporate brand's business partner network is essential to bring the corporate brand conscience to life, there remains limited research about the process of creating a conscientious corporate brand together with such a business partner network. Thus, this paper aims to investigate how a conscientious corporate brand is built together with its business partners. To address this research objective.