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Corporate brand management imperatives: Custodianship, credibility, and calibration [PDF]
, 2012 Copyright 2012 by The Regents of the University of California. All rights reserved.Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires
Balmer, JMT
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Interview with Jonathan A.J. Wilson [Интервью с Джонатаном Уилсоном] [PDF]
, 2013 An interview with Dr Jonathan Wilson, following his: (1) Speech: "The Intersection Between Transformational Leadership, Corporate Communications And Cultural Branding – Closing The Delta"; and (2) One day workshop: "The Art, Language & Mindset of game-
Anourbekova, Adele +1 more
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Faculty responses to business school branding: a discursive approach [PDF]
, 2018 It is increasingly recognized that the branding of universities presents a different set of challenges from corporate, for-profit sectors. However, much remains unknown about how faculty in particular interpret and make sense of branding in this complex ...
Frandsen, S. +11 more
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Corporate Branding: the role of vision in implementing the corporate brand
Innovative Marketing, 2010 Corporate branding is a powerful tool for aligning the firm's resources in the development of strategic competitive advantage. However up to date the advantages have proved elusive in practice. It is argued that the current focus in the corporate branding literature on core values and culture makes the organisation over focused on its own identity and ...
openaire +3 more sources
CORPORATE SOCIAL RESPONSIBILITY – CORPORATE BRANDING RELATIONSHIP: AN EMPIRICAL COMPARATIVE STUDY [PDF]
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
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When employer brand image aids employee satisfaction and engagement [PDF]
, 2017 Purpose – The purpose of this paper is to test whether employee characteristics (age, gender, role and experience) influence the effects of employer brand image, for warmth and competence, on employee satisfaction and engagement.
Davies, Gary +2 more
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, 2008 Prior research into corporate branding, of which corporate image is a key construct, has focused primarily on products. There has, however, been limited academic research focusing on corporate branding in the leisure services sector.
Bridson, Kerrie +3 more
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Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived [PDF]
, 2009 Purpose – The principal purposes of this article are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand’s history for corporate heritage brands generally ...
John M.T. Balmer, John M.T. Balmer
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The Added Value of Corporate Brands [PDF]
This study shows that different types of associations regarding a company have different effects on customers' product evaluations. Associations with a company's ability influenced quality perceptions of products marketed by the company's subsidiaries ...
Berens, G.A.J.M. +2 more
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A study of corporate branding in a higher education institution in the 21st century [PDF]
, 2014 Within the corporate branding and Higher Education (HE) literature there are few studies which explore university branding, particularly in more specialist university departments.
Spry, LM
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