Results 261 to 270 of about 4,422 (290)

Perceptions of University-Corporate Partnership Influences on a Brand

Journal of Marketing Theory and Practice, 2005
The marketing literature has not specifically addressed how customers perceive the type of strategic alliance inherent in university-corporate partnerships, which are primarily implicitly, versus explicitly known as in the case of co-brands or brand alliances.
Stacey Menzel Baker, James B. Faircloth, Victor Simental   +2 more
openaire   +1 more source

Leveraging the Olympic brand through the reconciliation of corporate and consumers' brand perceptions

International Journal of Sport Management and Marketing, 2008
Over the past 30 years, the International Olympic Committee (IOC) has adopted marketing as a key focus of its operations. In turn, the organisation has developed a variety of sophisticated and widely acclaimed marketing practices such as its TOP programme. It has also supported a large number of studies on Olympic marketing.
Benoit Seguin, Andre Richelieu, Norm O'Reilly   +2 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 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

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

Journal of Modelling in Management
Purpose Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study
Rafael Barreiros Porto, Gordon Robert Foxall, Ricardo Limongi, Débora Luiza Barbosa   +3 more
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

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

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

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

The impact of person-organization fit on the corporate brand perception of employees and of customers

Journal of Change Management, 2005
Abstract One of the major problems companies face in the marketplace is a gap between corporate brand values as perceived by the customers and the corporate brand values declared as such by the management. One possible cause for that gap is the situation in which companies transfer to their customers corporate brand values that are different from their
Eitan Yaniv, Ferenc Farkas
openaire   +1 more source