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The six conventions of corporate branding [PDF]
European Journal of Marketing, 2003 This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for
Knox, Simon, Bickerton, David
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Corporate branding effects on consumer purchase preferences in Serbian telecom market
Apstract: Applied Studies in Agribusiness and Commerce, 2011 This research is carried out to know the role of corporate branding in mobile phone network along with different influencing factors involved in the purchase of mobile telephone connections.
Gajo Vanka
doaj +3 more sources
CORPORATE SOCIAL RESPONSIBILITY – CORPORATE BRANDING RELATIONSHIP: AN EMPIRICAL COMPARATIVE STUDY [PDF]
Management & Marketing, 2009 Current academic research on the relationship of firms’ CSR activities with corporate branding typically focuses on consumers’ and shareholders’ viewpoints. This research aims to shed light on how organisational members in firms perceive to be the impact
Bistra VASSILEVA
doaj +4 more sources
The influence of disability-friendly corporate branding on company brand equity in East Java [PDF]
E3S Web of Conferences, 2023 This research analyzed the influence of disability-friendly corporate branding on corporate brand equity. Corporate branding is built through corporate values, corporate image, and corporate culture.
Junianta Reynaldi Dwi +3 more
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Exploring the Relationship between Corporate Reputation, Employer Branding, and Corporate Social Responsibility [PDF]
پژوهشهای تجربی حسابداری, 2023 Given the significant role of corporate social responsibility, employer branding, and corporate reputation in the success of organizations and their competitive advantage, the present study aims to investigate the relationship between corporate social ...
Ali Azhdari +2 more
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A conceptual model of corporate storytelling for branding
Communicare, 2022 The purpose of this conceptual paper is to ascertain the relationship between corporate storytelling for branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existing knowledge found in reviewing a variety of literature
Brighton Nyagadza +2 more
doaj +1 more source
The International Journal of Organizational Analysis, 2022 Purpose 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.
Ana Junça Silva, H. Dias
semanticscholar +1 more source
When corporate brands tell stories: A signalling theory perspective
Cogent Psychology, 2021 If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are ...
Brighton Nyagadza +2 more
doaj +1 more source
Journal of Consumer Sciences, 2021 PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services ...
Dinda Maisya Nastiti +2 more
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