Results 11 to 20 of about 1,064,012 (336)
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.
Mary Jo Hatch, Majken Schultz
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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 ...
Guido Palazzo, Kunal Basu
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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
Simon Knox, David Bickerton
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THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2016 The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate ...
Chaniago A.
doaj +1 more source
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. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail.
Stuart, H, Jones, Colin
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THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY
Journal Communication Spectrum, 2022 Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy.
Ananda Fortunisa, Riska Dwinda Elsyah
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When corporate brands tell stories: A signalling theory perspective
Cogent Psychology, 2021 If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are ...
Brighton Nyagadza +2 more
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Recovering the corporate brand: lessons from an industry crisis
, 2021 Purpose: Building on crisis management studies, this paper advances research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding.
J. Robson, J. Farquhar
semanticscholar +1 more source
The effect of the CEO media coverage on corporate brand equity: evidence from Poland
, 2021 Research background: Despite increased attention in the literature to the importance of the CEO’s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited.
A. Górska, G. Mazurek
semanticscholar +1 more source