Results 371 to 380 of about 1,388,367 (399)

Corporate brand transgression and punishing the transgressor: moderation of religious orientation

, 2018
Purpose 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, Didem Gamze Isiksal, Neşenur Altini̇ğne   +2 more
semanticscholar   +1 more source

The Corporate Identity as the Brand

1987
A 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.
openaire   +2 more sources

Branding Corporate Philanthropy

2014
Marx (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, John Peloza, Simon Hudson   +2 more
openaire   +2 more sources

Corporate brands with a heritage

Journal of Brand Management, 2007
This 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, Mats Urde, John M.T. Balmer   +2 more
openaire   +2 more sources

An Integrated Approach to Corporate Branding [PDF]

Journal of Brand Management, 1998
The danger of a paper with ‘integrated’ in its title is the automatic assumption it will contain a polemic on the virtues of direct marketing, advertising and public relations working together. Although it is agreed that there are benefits in co-ordinating external communications, this paper is actually concerned with values; with integrating the ...
openaire   +1 more source

An integrated model of corporate brand experience and customer value co-creation behaviour

, 2016
Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB).
A. Shamim, Z. Ghazali, Pia A. Albinsson
semanticscholar   +1 more source

Corporate Strategy and the Corporate Brand

1997
‘Strategy’ is concerned with positioning a company so that it can meet its long-term objectives. It should always be unique to an organisation and built on an analysis of competencies and market opportunities/threats. The question is: how do we define an organisation’s competencies and how do we know if they matter to stakeholders?
openaire   +2 more sources

Corporate brand

2015
In recent years, academic and managerial interest towards corporate branding has been growing in the marketing literature. Several models of corporate branding emphasize consumer benefits that are categorized in a number of ways including functional, emotional and symbolic or self-expressive benefits.
Felix T Mavondo, Tatiana Anatolevna Anisimova   +1 more
openaire   +2 more sources

Corporate brand and organizational identity

2002
Corporations have just recently realized that they are brands. In our modern global village, where the irruption and widespread development of the Internet and worldwide events relayed through global media link us even closer together, corporations’ names and associated signs (marques) are reaching across the continents to touch very broad and diverse ...
openaire   +3 more sources

Corporate branding: the marketing perspective

2003
This chapter discusses the importance of corporate branding within the marketing field, and provides an overview of research on corporate brand associations (people’s perceptions of corporate brands) and the influence that these associations may have on consumer behaviour.
Cees B M van Riel, Guido Berens
openaire   +3 more sources