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Journal of Marketing Research, 2020
Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on identity-based consumption and negativity bias suggests that
Chris Hydock, Neeru Paharia, S. Blair
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Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on identity-based consumption and negativity bias suggests that
Chris Hydock, Neeru Paharia, S. Blair
semanticscholar +1 more source
Corporate social responsibility and patronage intentions: The mediating effect of brand credibility
Journal of Marketing Communications, 2020Corporate social responsibility (CSR) is a vital construct in the banking industry due to its influence on brand credibility, positive word of mouth, and repeat purchases.
Hala Mohammed Abu Zayyad +5 more
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The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design
Journal of Brand Management, 2023M. Burghausen
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1998
The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.
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The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.
openaire +2 more sources
At the corporate level, ethical branding efforts include acting morally, recognizing social and environmental responsibility, being accountable for the company’s actions, and creating value for customers and other stakeholders. Developing a corporate ethical brand can have positive implications for brand-related outcomes, such as trust, satisfaction ...
François Maon, Adam Lindgreen
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François Maon, Adam Lindgreen
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Corporate Branding and Corporate Reputation
2013Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through organizational culture and identity, and how, although ...
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Corporate brand transgression and punishing the transgressor: moderation of religious orientation
, 2018Purpose With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than ...
E. Karaosmanoğlu +2 more
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The Corporate Identity as the Brand
1987A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets.
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Corporate brands with a heritage
Journal of Brand Management, 2007This paper articulates a concept of ‘heritage brands’, based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important.
Stephen A. Greyser +2 more
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Branding Corporate Philanthropy
2014Marx (1999) reported that 96% of firms rate a favorable company image as either an important or extremely important outcome of their philanthropic investments. The fact that corporate philanthropy offers marketing opportunities has not been lost on firms, which explains why the responsibility for philanthropic initiatives most often resides within ...
Derek N. Hassay +2 more
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