Corporate brand perceptions - Open Access .click

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. +1 more
exaly +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

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 ...
Jatinder Jit Singh, Stefan Markovic, Vicenta Sierra +2 more
exaly +2 more sources

corporate social responsibility
12. responsible consumption
brand image

business
brand equity
10. no inequality

zimbabwe
listed companies
corporate storytelling for branding