Results 351 to 360 of about 1,388,367 (399)

Corporate brands as brand allies

Journal of Product & Brand Management, 2018
Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and
Bashar S. Gammoh, Mayoor Mohan, Fernando Jimenez, Kevin E. Voss   +3 more
openaire   +2 more sources

Contribution of corporate social responsibility on SMEs' performance in an emerging market – the mediating roles of brand trust and brand loyalty

International Journal of Emerging Markets, 2021
PurposeThe purpose of this paper is to evaluate the role of corporate social responsibility (CSR) on small and medium-size enterprises’ (SMEs') performance by exploring the role of mediating variables such as brand trust (BT) and brand loyalty (BL) in ...
Thanh Tiep Le, H. Ngo, L. Aureliano-Silva   +2 more
semanticscholar   +1 more source

Corporate Brand Cube: Building Strong Corporate Brands

2006 International Conference on Management Science and Engineering, 2006
When Chinese companies start shifting their focus from domestic markets to global markets, corporate branding is an unavoidable issue. We propose a model, Corporate Brand Cube Model (CBCM), to help Chinese companies in their corporate branding. The CBCM is an extension of the current corporate branding frame.
Wang Jian, Gao Liang, An Shi
openaire   +2 more sources

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

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

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

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

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