Results 201 to 210 of about 2,563,786 (225)

Corporate social performance as antecedent of consumer's brand perception

Journal of Brand Management, 2011
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent ...
Frank Huber, Frederik Meyer, Johannes Vogel, Stefan Vollmann   +3 more
openaire   +1 more source

Corporate Branding through External Perception of Organizational Culture

Corporate Reputation Review, 2002
This paper suggests that there may be a relationship between the external perceptions of organizational culture and corporate branding as measured by reputation. Using an instrument based on the Organizational Culture Profile, 179 industry professionals evaluated eight culture dimensions in six well known Silicon Valley firms (Apple Computer, Cisco ...
S J Kowalczyk, M J Pawlish
openaire   +1 more source

Corporate branding and corporate brand performance

European Journal of Marketing, 2001
Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process.
Fiona Harris, Leslie de Chernatony
exaly   +2 more sources

Gaps Between the Internal and External Perceptions of the Corporate Brand

Corporate Reputation Review, 2002
The corporate branding and reputation literatures both refer to the signi.cance of gaps between the employee and customer perceptions of the corporate brand. There is a generally held view that the two perspectives should be aligned. In particular there is a view that any gaps between the two should be reduced.
Chun, R., Davies, G.; id_orcid 0000-0003-3511-9178   +1 more
exaly   +2 more sources

Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits

Journal of Business Ethics, 2017
In order to be competitive in an era of ethical consumerism, brands are facing an ever-increasing pressure to integrate ethical values into their identities and to display their ethical commitment at a corporate level. Nevertheless, studies that relate business ethics to corporate brands are either theoretical or have predominantly been developed ...
Iglesias, Oriol, Markovic, Stefan, Singh, Jatinder Jit, Sierra, Vicenta   +3 more
openaire   +1 more source

An assessment of strategic corporate philanthropy on perceptions of brand equity variables

Journal of Consumer Marketing, 2005
PurposeThis study aims to develop a classification schema for strategic philanthropy as a framework for empirical investigation and managerial decision making. Additionally it aims to present experimental assessments of various types of philanthropy based on the classification schema.Design/methodology/approachThis study presents the results of two ...
exaly   +2 more sources

The perceptions of supplier-buyer relations and its affect on the corporate brand

Journal of Brand Management, 2016
The corporate brand is receiving increased attention as its wider relevance becomes more apparent in academic and practitioner circles. There are also multiple influences to the corporate brand, and one of these is the organisation–supplier relationship.
Flax, Jeremy, Bick, Geoff, Abratt, Russell   +2 more
openaire   +2 more sources

Exploring origins of ethical company/brand perceptions — A consumer perspective of corporate ethics [PDF]

Journal of Business Research, 2010
Abstract This research provides a consumer perspective of corporate ethics. The study consists of twenty long interviews [McCracken, G., 1988. The long interview. Newbury Park, CA: Sage] with general consumers, and conceptualizes potential sources of consumer perceived ethicality (CPE) of a company/brand by investigating consumers' ethical ...
Katja H Brunk
exaly   +2 more sources

Brand Association Transfers between Corporate and Product Building Material Brands: Perceptions of Homebuilders

Forest Products Journal, 2009
This article focuses on branding in the forest products industry. It examines corporate and product cobranding. Traditionally, in the forest products industry, uses of new industrial product brands have been promoted in a cobranding context with their better-known corporate brands.
openaire   +1 more source

CONSUMERS’ PERCEPTION OF CORPORATE SOCIAL RESPONSIBILITY AND BRAND PERFORMANCE

Global Fashion Management Conference, 2021
Junghwa Jang, Sue Ryung Chang, Dae Ryun Chang   +2 more
openaire   +1 more source