Results 1 to 10 of about 116,113 (356)
Bringing the corporation into corporate branding [PDF]
European Journal of Marketing, 2003 This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented.
Majken Schultz, Mary Jo Hatch
openaire +4 more sources
A conceptual model of corporate storytelling for branding [PDF]
Communicare, 2022 The purpose of this conceptual paper is to ascertain the relationship between corporate storytellingfor branding and internal stakeholders’ perceptions of the corporate brand.
Kadembo, Ernest +2 more
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Corporate Branding in Marketspace [PDF]
Corporate Reputation Review, 2004 Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace.
Colin Jones, Helen Stuart
core +11 more sources
Strategic Communications and Corporate Branding: a Study of Jebsen & Jessen Indonesia Group [PDF]
MediaTor, 2017 Corporate communications hold a vital function to maintain the company's positive image and reputation in front of stakeholders. A corporate communications practitioner must be able to handle a variety of communication processes in an organization ...
Dimyati, D. (Dindin) +2 more
core +4 more sources
The Ethical Backlash of Corporate Branding [PDF]
Journal of Business Ethics, 2006 Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially ...
Palazzo, Guido, Basu, Kunal
openaire +6 more sources
Corporate Culture and Its Connection with External and Internal Public Relations [PDF]
Comparative Economic Research, 2010 The main aim of this article is to present the influence of corporate culture on company's stakeholders. This paper signalises the tendency in corporate communication with its internal and external publics.
A. Kłoskowska +17 more
core +4 more sources
Strategically leveraging corporate social responsibility [PDF]
, 2012 orporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when ...
Lindgreen, Adam +2 more
core +4 more sources
Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands [PDF]
, 2016 The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate ...
A Bargenda +67 more
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Ethical branding and corporate reputation [PDF]
, 2005 This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research.
Fan, Y
core +1 more source
The relationship between employer branding, corporate reputation, and intention to apply [PDF]
, 2022 Employer branding is a topic that has gained relevance in the organisational world. Currently, organisations need to differentiate themselves and one of their biggest challenges is the search and retention of talent.
Dias, H., Junça Silva, A.
core +1 more source