Results 11 to 20 of about 380,549 (296)
Current Issues in Brand Research
Maketingu Janaru, 2019 Brand continues to be an important academic topic in marketing. In this article, four brand researchers present and discuss current issues in expanding brand research.
Yukihiko Kubota +3 more
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Student corporate brand identification: An exploratory case study [PDF]
, 2007 Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia.
Balmer, JMT, Liao, M
core +1 more source
Ethical branding and corporate reputation [PDF]
, 2005 This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research.
Fan, Y
core +1 more source
Corporate brand management imperatives: Custodianship, credibility, and calibration [PDF]
, 2012 Copyright 2012 by The Regents of the University of California. All rights reserved.Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires
Balmer, JMT
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Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived [PDF]
, 2009 Purpose – The principal purposes of this article are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand’s history for corporate heritage brands generally ...
John M.T. Balmer, John M.T. Balmer
core +1 more source
MIX: Jurnal Ilmiah Manajemen, 2019 This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang.
Agus Purnomo
doaj +1 more source
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE
Jurnal Aplikasi Manajemen, 2021 This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green
Asyhari Asyhari, Sitty Yuwalliatin
doaj +1 more source
Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands [PDF]
, 2016 The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate ...
A Bargenda +67 more
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Q methodology and the measurement of subjectivity in corporate brand perception
South African Journal of Business Management, 2009 This paper reviews Q methodology and its application in an area of business research in which subjectivity is of considerable importance – that of corporate brand perception. More specifically, it explores the dimension of corporate brand perception that
G. Angelopulo
doaj +1 more source
CORPORATE BRAND IMAGE OF ISLAMIC BANK IN MALAYSIA: ANTECEDENTS AND CONSEQUENCE
International Journal of Management Studies, 2020 The role of corporate brand image in influencing the survival of companies has never been underestimated. Because of this, this study intends to examine the antecedents and the consequence of corporate brand image towards customer behaviour.
Siti Ngayesah Ab Hamid +2 more
doaj +1 more source