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A conceptual model of corporate storytelling for branding
Communicare, 2022 The purpose of this conceptual paper is to ascertain the relationship between corporate storytelling for branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existing knowledge found in reviewing a variety of literature
Brighton Nyagadza +2 more
doaj +1 more source
When corporate brands tell stories: A signalling theory perspective
Cogent Psychology, 2021 If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are ...
Brighton Nyagadza +2 more
doaj +1 more source
Building an empirically robust framework for corporate brand commiunications using action research [PDF]
, 2003 This thesis aims to develop a more robust framework for understanding the management processes involved in Corporate Brand Communications. A review of the literature on corporate branding shows a growing body of conceptual work, but also highlights ...
Bickerton, David
core +7 more sources
Sustainability Communications and Corporate Brand Associations
Journal of Sustainable Marketing, 2022 Executives are increasingly opting to undertake initiatives intended to benefit the natural environment (E), society (S), and/or corporate governance (G); however, the implications of the various messaging vehicles used to convey such corporate ...
Neeraj Bharadwaj +2 more
doaj +1 more source
Branding Good Corporate Governance: A Pathway to Strengthen Investors’ Perception and Brand Equity [PDF]
SSRN Electronic Journal, 2019 Corporate governance has become a crucial issue in both the business and academic world as a result of world-wide financial scandals and lack of trust in corporate practices. There is no doubt that in order to thrive and attain growth in the market, a company must earn the trust of its stakeholders by consistently delivering on its commitments ...
Azaz Zaman +2 more
+4 more sources
Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi, 2022 This research aims to examine the effect of mobile phone users’ perception of corporate social responsibility (CSR) on brand loyalty (BL) through brand image (BI) and brand trust (BT). The questionnaire prepared to determine this effect was applied to Trakya University Havsa Vocational College students.
Elif GİLANLI, Tolga ERDOĞAN
openaire +2 more sources
The role of brand love on bank customers' perceptions of corporate social responsibility [PDF]
, 2021 Purpose The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social ...
Dzandu, M.D., Hanu, C., Amegbe, H.
core +1 more source
The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions [PDF]
Sustainability, 2021 Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR ...
Shu Wang +3 more
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Frontiers in Psychology, 2022 How can corporate social responsibility initiatives influence brand love? Based on the theory of social identity complexity, we examined whether greater complexity of a sport fan’s multiple identifications with sport leagues led to higher multicultural ...
Chanwook Do +3 more
doaj +1 more source
‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances [PDF]
Journal of Business Research, 2020 Corporate co-branding, or brand alliances, is a popular strategy, regarded as beneficial to the\ud allied brands. There are, however, caveats to this strategy due to crises concerning one of the\ud partner brands. Employing an experiment, we investigate the impact of crisis types and\ud response strategies, and the interactions, on corporate image of ...
Jaywant Singh +2 more
openaire +3 more sources