Results 361 to 370 of about 1,388,367 (399)
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Strong brands and corporate brands
European Journal of Marketing, 2006PurposeThis 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 ...
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Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets
Journal of Marketing Management, 2019This 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
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Corporate brand effects in brand alliances
Journal of Business Research, 2016Abstract 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
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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.
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International Journal of Business Communication, 2020
Scholars have become increasingly interested in the importance of corporate social advocacy to an organization’s bottom line. However, few researchers have investigated the subliminal mechanism with which corporations’ political engagement attracts ...
Keonyoung Park, Hua Jiang
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Scholars have become increasingly interested in the importance of corporate social advocacy to an organization’s bottom line. However, few researchers have investigated the subliminal mechanism with which corporations’ political engagement attracts ...
Keonyoung Park, Hua Jiang
semanticscholar +1 more source
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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