Results 231 to 240 of about 1,171,257 (282)

Strong brands and corporate brands

European Journal of Marketing, 2006
PurposeThis paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.Design/methodology/approachThis paper examines the literature on “strong brands” and the experience of several established brands.FindingsThe study finds that no coherent theory defines brand ...
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Corporate Branding : Areas, arenas and approaches

, 2015
Introduction to corporate branding (SF Syed Alwi and TC Melewar) Part I: Corporate Brand: Areas 1.Corporate brand: Europe (Heather Skinner) 2.Corporate brand: USA (Russell Abratt) 3.Corporate brand: Asia (Bill Merrilees) 4.Corporate brand: New Zealand ...
T. A. Anisimova, F. Mavondo
semanticscholar   +1 more source

Corporate brand effects in brand alliances

Journal of Business Research, 2016
Abstract Published literature demonstrates that when a single well-known reputable brand is allied with a previously unknown focal brand, perceived quality evaluations of the latter will be more positive. Whether or not the corporate brand improves consumer evaluations of a cobranded product is a topic of interest to marketers.
Kevin E. Voss, Mayoor Mohan
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The Use of Corporate Social Responsibility in Employer Branding

Developing Insights on Branding in the B2B Context, 2018
Corporate social responsibility (CSR) has become an essential part of business, and companies should genuinely incorporate social responsibilities toward internal and external stakeholders in their operations.
L. Lindholm
semanticscholar   +1 more source

Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding

, 2013
Purpose – The purpose of this study is to develop and empirically test a theoretical framework that captures the impact of corporate branding on customer emotional attachment and brand loyalty in the luxury fashion market.Design/methodology/approach ...
Jing Theng So, A. Parsons, S. Yap
semanticscholar   +1 more source

Taking Up the Challenge of Corporate Branding: An Integrative Framework

, 2013
This study develops an integrative framework that refines and extends current understanding of corporate branding by highlighting its underlying processes and thereby offering guidance to companies on developing their corporate brand.
K. De Roeck, François Maon, C. Lejeune
semanticscholar   +1 more source

Branding the Corporation

1998
The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.
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(Corporate) ethical branding

At the corporate level, ethical branding efforts include acting morally, recognizing social and environmental responsibility, being accountable for the company’s actions, and creating value for customers and other stakeholders. Developing a corporate ethical brand can have positive implications for brand-related outcomes, such as trust, satisfaction ...
François Maon, Adam Lindgreen
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Corporate branding

Introduction to Corporate Communication, 2021
C. Singh, Mona Gupta
semanticscholar   +1 more source

Corporate Branding and Corporate Reputation

2013
Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through organizational culture and identity, and how, although ...
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