Results 221 to 230 of about 2,754 (249)

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
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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
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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

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.
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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

How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection

Corporate Social Responsibility and Environmental Management, 2022
Won-Moo Hur, Chang Mo Jung
exaly  

The Effect of Corporate Communication Projects on Brand Perception: An Analysis of Municipalities

2018
Nowadays, the world, which rapidly changes and develops, has also created thecompetitive environment. In the conditions of competition, the institutions need corporatecommunication project to change. These efforts reveal how to be a brand. The institutions,which arrange corporate communication projects, move in the direction of being a brand.With these
BATU, Mikail, KAYACAN, Şehriban
openaire   +1 more source