‘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
The Relationship of Brand Marketing Communication and Brand Authenticity
Journal of International Business, Economics and Entrepreneurship, 2020 This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company.
Wan Soraya Wan Abdul Ghani +3 more
doaj +2 more sources
Investigating the service brand: A customer value perspective [PDF]
Management Science Letters, 2014 This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image ...
Leyla Heydari , Fereshteh Lotfizadeh
doaj +1 more source
Journal of Business Economics and Management, 2017 Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and ...
Rafael Bravo +3 more
doaj +1 more source
A Management Method of the Corporate Brand Image Based on Customers’ Perception
Procedia Computer Science, 2018 Abstract In order to acquire target brand images, companies develop various activities to manage brands as assets. However, in fact, since companies cannot grasp the necessary elements for the image, there are companies that make inconsistent products and promotions into the world.
Takumi Kato, Kazuhiko Tsuda
openaire +2 more sources
Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value? [PDF]
Spanish Journal of Marketing-ESICPurposePrevious research examining the association between brand value and sustainability has largely focused on corporate sustainability efforts measured through environmental, social and governance indices, rather than on customer perceptions of those ...
Gabriela Salinas, Carmen Abril
doaj +1 more source
Basics of brand building in the banking industry
Фінансово-кредитні системи: перспективи розвитку., 2023 This article explores the fundamentals of brand building in the banking industry, emphasizing the increasing importance of brand management in a globalized and competitive market.
Nadiia Morozova, Iryna Denchyk
doaj +1 more source
Managerial corporate brand orientation: explication, significance, and antecedents [PDF]
, 2021 The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand ...
Balmer, JMT
core +1 more source
Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded [PDF]
, 2011 BP brand, Brand positioning, Deepwater horizon, Ethical corporate marketing, Corporate marketing, Ethical corporate identity, Sustainable entrepreneurship, Sustainability, Ethical corporate brands,
John Balmer +8 more
core +1 more source
Consumer perceptions of brand authenticity in cause-related event sponsorship [PDF]
, 2022 Authenticity has been studied extensively in psychology and marketing literature. Likewise, corporate social responsibility has received increasing attention – both through scholarly interest and in practise as consumers demand companies demonstrate ...
Campbell, Caroline
core +1 more source