Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture
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DOI: 10.1108/ejm-07-2017-0445
Abstract: 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… read more here.
Keywords: research; corporate brand; brand; brand architecture ... See more keywords
The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value
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DOI: 10.1108/ijoem-06-2020-0657
Abstract: PurposeThe purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness… read more here.
Keywords: brand innovativeness; brand; brand image; green brand ... See more keywords