How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2018.11.017
Abstract: Abstract Can CSR and sustainability signals increase corporate brand performance and brand equity? What makes these signals more effective? Although research largely evaluates these questions, this research, using secondary data on 135 different brands across… read more here.
Keywords: performance; reputation; corporate brand; brand ... See more keywords
Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2019.03.015
Abstract: Abstract This study scrutinizes how places meaningfully burnish corporate brand attractiveness and identification. To date, extant research adopts a mono-lateral, rather than multi-lateral perspective. Marshalling the corporate brand identification theoretical perspective, the findings make a… read more here.
Keywords: attractiveness identification; brand attractiveness; corporate brand; brand ... See more keywords
Experience-centric branding: challenges and advancing a new mantra for corporate brand governance
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Brand Management"
DOI: 10.1057/s41262-017-0027-7
Abstract: Abstract Branding has long lived on the virtue of consistency, so variable experiences seem anathema to consistency. This paper responds to this challenge and seizes the opportunity to develop a forward thinking brand management model… read more here.
Keywords: corporate brand; amber brand; experience centric; brand ... See more keywords
Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture
Sign Up to like & getrecommendations! Published in 2017 at "European Journal of Marketing"
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
Recovering the corporate brand: lessons from an industry crisis
Sign Up to like & getrecommendations! Published in 2021 at "European Journal of Marketing"
DOI: 10.1108/ejm-09-2019-0698
Abstract: Purpose: Building on crisis management studies, this paper advances research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding. Design/methodology/approach: Uses a single case of industry-dominant corporate… read more here.
Keywords: brand recovery; corporate brand; brand; crisis ... See more keywords
Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Indian Business Research"
DOI: 10.1108/jibr-06-2019-0201
Abstract: Purpose This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies. Design/methodology/approach The corporate social responsibility (CSR) practices have been measured through CSR… read more here.
Keywords: csr; corporate brand; csr disclosure; brand performance ... See more keywords