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Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management [PDF]
Journal of Brand Management, 2020 In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand.
Iglesias O, Ind N.
europepmc +2 more sources
Bringing the corporation into corporate branding [PDF]
European Journal of Marketing, 2003 This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented.
Majken Schultz, Mary Jo Hatch
openaire +4 more sources
Corporate Branding in Marketspace [PDF]
Corporate Reputation Review, 2004 Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace.
Jones, CD, Stuart, H
core +9 more sources
Pengaruh Penerapan Corporate Social Responsibility (CSR) Terhadap Citra Merek, Kepercayaan Merek Dan Loyalitas Merek (Survei Pada Masyarakat Sekitar PT. Tirta Investama, Desa Keboncandi, Kecamatan Gondang Wetan, Kabupaten Pasuruan) [PDF]
Profit: Jurnal Administrasi Bisnis, 2016 This study aims to empirically study the effect of variable Corporate Social Responsibility (CSR) to the Brand Image, Brand Trust and Brand Loyalty. The samples used in this study 116 respondents using Accidental Sampling.
Arifin, Z. (Zainul) +2 more
core +3 more sources
The Ethical Backlash of Corporate Branding [PDF]
Journal of Business Ethics, 2006 Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially ...
Palazzo, Guido, Basu, Kunal
openaire +6 more sources
The six conventions of corporate branding [PDF]
European Journal of Marketing, 2003 This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for
Knox, Simon, Bickerton, David
openaire +6 more sources
Cogent Business & Management, 2020 The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A
Brighton Nyagadza +2 more
doaj +2 more sources
The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector
Cogent Business & Management, 2017 The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo.
Sandra Maria Correia Loureiro +2 more
doaj +2 more sources
Jurnal Aplikasi Manajemen, 2019 This study aims to empirically examine the influence of corporate social responsibility (CSR) on brand loyalty with the brand personality and the corporate reputation as the mediators. This study used Partial Least Square (PLS) to analyze the data.
Arie Pratama Putra +2 more
doaj +3 more sources
The corporate branding in international operations
Internext, 2017 Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders.
Juliana Rodrigues +4 more
openaire +7 more sources