Results 221 to 230 of about 1,171,257 (282)

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

, 2017
The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry.
Suvendu Kumar Pratihari, S. Uzma
semanticscholar   +1 more source

Internal corporate branding impact on employees’ brand supporting behaviour

, 2017
This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which examines the relationship between internal branding and employees’ brand supporting ...
Sally Raouf Ragheb Garas, A. Mahran, Hassan Mohamed   +2 more
semanticscholar   +1 more source

Leveraging the corporate brand

European Journal of Marketing, 2017
Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and
Tim Oliver Brexendorf, Kevin Lane Keller
openaire   +2 more sources

Event innovation induced corporate branding

, 2017
Purpose This paper aims to empirically investigate how event innovation may induce desirable corporate branding. Design/methodology/approach A survey yielded 280 complete responses from tourists who had attended an event in ...
Fiona X. Yang, Sherry Tan
semanticscholar   +1 more source

Reputation and the Corporate Brand

Corporate Reputation Review, 2003
Organizations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive. In recent years, companies as large and prominent as Arthur Andersen and Bridgestone/Firestone learned hard lessons about how quickly a damaged reputation can harm employee and customer loyalty, threatening a company's financial ...
Bob T. Druckenmiller, Paul A. Argenti
openaire   +3 more sources

Corporate Branding , Emotional Attachment and Brand Loyalty : The Case of Luxury Fashion Branding

, 2016
The purpose of this study is to investigate the impact of corporate branding on brand loyalty with the mediating effect of emotional attachment in the luxury fashion market.
Syed Ibn ul Hassan, M. Ilyas, C. Rehman
semanticscholar   +1 more source

Leveraging the Corporate Brand [PDF]

California Management Review, 2004
Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on ...
openaire   +1 more source

Corporate branding in perspective: a typology

, 2017
Purpose The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and
J. Schroeder
semanticscholar   +1 more source

Corporate branding and rebranding: an institutional logics perspective

, 2017
The purpose of this paper is to demonstrate how the institutional logics framework adds a fresh perspective on corporate branding, particularly in times of organisational change and subsequent corporate rebranding.,The paper examines previous ...
H. Stuart
semanticscholar   +1 more source

Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog

, 2001
Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining.
J. Balmer
semanticscholar   +1 more source