New research grant for project on the impact of communicating values in co-branding by Line Schmeltz and Anna Karina Kjeldsen
Assistant professors Line Schmeltz and Anna Karina Kjeldsen from the section for Corporate Communication at Department of Management receive a research grant from rethinkIMPACTS 2017 for contributing to the overall evaluation of Aarhus 2017.
Their project focuses on the strategic partnerships between Aarhus 2017, the participating cultural institutions, and the corporate sponsors from a communicative perspective on co-branding and explores the communication of the Aarhus 2017 theme (Rethink) and values and their impact on the partnerships: How is the value communication unfolded in practice? What importance does it have for the parties involved that Aarhus 2017 has predefined the core values for the partnerships? And, to what extent do the cultural institutions and sponsors see a match between their own (identity-based) values and the values decided upon by Aarhus 2017 as a prerequisite for participating?
The project will be carried out in collaboration with Pluss Leadership and rethinkIMPACTS 2017 and runs from January 2017 to October 2018.
Read more at the rethinkIMPACTS 2017 website: Speaking of Values - The impact of applying pre-determined values in co-branding