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Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective [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 ...
Christine Vallaster +2 more
semanticscholar +6 more sources
The corporate branding in international operations
Internext: Revista Eletrônica de Negócios Internacionais, 2017 Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization.
Juliana Rodrigues +4 more
doaj +6 more sources
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
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 ...
Heny Wahyu Tamara Dwi Lestari +2 more
doaj +4 more sources
Restructuring Interlinked With Employer and Corporate Branding Amidst COVID-19: Embodying Crowdsourcing [PDF]
Frontiers in Psychology, 2022 The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working ...
Raja Irfan Sabir +5 more
doaj +2 more sources
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. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail.
Stuart, H, Jones, Colin
openaire +10 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.
Marcin Kotras
doaj +4 more sources
Cogent Business & Management, 2020 The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A
Brighton Nyagadza +2 more
doaj +2 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 ...
F. Santos, M. Burghausen, J. Balmer
semanticscholar +4 more sources