Results 291 to 300 of about 1,064,012 (336)

Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands

, 2020
For startups, building a corporate brand in the digital age is an important strategic imperative and today requires different brand management strategies from the traditional ones in the past.
M. Mingione, R. Abratt
semanticscholar   +1 more source

The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective

Journal of Marketing, 2021
Consumers are increasingly mindful of corporate social responsibility (CSR) when making purchase and consumption decisions, but evidence of the impact of CSR initiatives on actual purchase decisions is lacking.
Dionne Nickerson, Michael Lowe, Adithya Pattabhiramaiah, Alina Sorescu   +3 more
semanticscholar   +1 more source

Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages

Journal of Advertising, 2021
The Black Lives Matter (BLM) movement ignited divergent social media reactions and conversations. Addressing the importance of message sources, this study aims to (1) compare audience reactions toward BLM content posted by brands and by influencers with ...
Jeongwon Yang, Ploypin Chuenterawong, Krittaphat Pugdeethosapol   +2 more
semanticscholar   +1 more source

Reputation and the Corporate Brand

Corporate Reputation Review, 2003
Organizations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive. In recent years, companies as large and prominent as Arthur Andersen and Bridgestone/Firestone learned hard lessons about how quickly a damaged reputation can harm employee and customer loyalty, threatening a company's financial ...
Bob T. Druckenmiller, Paul A. Argenti
openaire   +3 more sources

Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign

, 2021
This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th ...
J. Li, J. Kim, Khalid Alharbi
semanticscholar   +1 more source

Leveraging the Corporate Brand [PDF]

California Management Review, 2004
Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on ...
openaire   +1 more source

Strong brands and corporate brands

European Journal of Marketing, 2006
PurposeThis paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.Design/methodology/approachThis paper examines the literature on “strong brands” and the experience of several established brands.FindingsThe study finds that no coherent theory defines brand ...
openaire   +2 more sources

The effect of corporate political advocacy on brand perception: an event study analysis

Journal of Product & Brand Management, 2021
Purpose In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues.
J. Klostermann, Chris Hydock, Reinhold Decker   +2 more
semanticscholar   +1 more source

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

Journal of Marketing Management, 2019
This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector.
M. Mingione, L. Leoni
semanticscholar   +1 more source

Corporate brand effects in brand alliances

Journal of Business Research, 2016
Abstract Published literature demonstrates that when a single well-known reputable brand is allied with a previously unknown focal brand, perceived quality evaluations of the latter will be more positive. Whether or not the corporate brand improves consumer evaluations of a cobranded product is a topic of interest to marketers.
Kevin E. Voss, Mayoor Mohan
openaire   +2 more sources