...Tauheed Ahmad Ramjaun Purpose The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers. Design/methodology/approach...

...Sonja Lahtinen; Elina Närvänen Purpose The purpose of this research is to explore how consumers co-create sustainable corporate brands (SCBs) by framing brands with a newly adopted sustainability orientation. Design/methodology/approach The qualitative data were generated from four focus...

... purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Corporate governance Public sector organizations Corporate branding For most countries, the HE sector...

... social responsibility Corporate branding Framing © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only 06 12 2016 27 03 2017 30 06 2017 Ganga Sasidharan Dhanesh can be contacted at: ganga.dhanesh@zu.ac.ae Although multiple...

...Morteza Khojastehpour; Ahmed Shahriar Ferdous; Michael Polonsky Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated...

... Corporate identity Corporate communications Corporate branding Corporate heritage Corporate memory The purpose of this paper is to consolidate and expand our extant comprehension of the past within the corporate marketing and corporate communication domains so that the general discernment...

..., 2003). Since the mid‐2000s (Balmer et al., 2006), of course, there has been a realisation that some corporate brands which are also invested with a heritage and, to advance the point made here, some of these corporate heritage brands pertain to several entities. Consider the very large...

...Anna Blombäck; Marcela Ramírez‐Pasillas Purpose The purpose of this paper is to explore and analyze the logics at work when companies decide what corporate features to communicate; which eventually also accounts for their corporate brands' identities. Design/methodology/approach As a case...

... Communication management Communication systems Competitive advantage Corporate communications Corporate branding Public relations Brand awareness Social media Global enterprises are struggling today to understand how social media impacts their brands. Corporate management is witnessing a new...

...Helen Joyce Stuart Purpose The purpose of this paper is to progress research towards a model of the sustainable corporate brand by conducting a critical review of the research literature on sustainability, including theories and typologies that impact on and/or are relevant to the development...

... likelihood is low, and processing is linked to relatively few advertisement and brand cognitions, with judgments likely formed by heuristics (Chaiken, 1980 ; Chaiken and Maheswaran, 1994 ; Petty and Cacioppo, 1979). Consumers Corporate identity Corporate social responsibility Corporate branding...

... between corporate identity and history. © Emerald Group Publishing Limited 2009 Corporate identity Corporate branding Corporate communications History This is similar to Albert and Whetten's (1985) definition of organizational identity, which addresses temporal continuity as one...

... as being in the process of instigating what may be termed a “monolithic” corporate branding strategy while using a “top down” communication approach across its various operations in the UK. Findings The paper shows that employees' perceive managements' ideal identity to be significantly different...

... and organisational research in designing new corporate brands; the value of engaging staff in the rebranding process from a very early stage; the need to ensure that internal processes and systems encourage employees to endorse the new corporate brand values through their attitudes and behaviours. Originality...

...Shaun Powell; John M.T. Balmer; T.C. Melewar; John M.T. Balmer; Mei‐Na Liao Purpose The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner...

... Corporate image Business‐to‐business marketing Corporate branding Small to medium‐sized enterprises Employee behaviour The management of creative organisations such as design agencies, branding consultancies and architectural practices, which frequently turn to external sources for creative...

...Mette Morsing Purpose To engage a critical discussion on the challenges raised for employees as corporate brands increasingly address moral issues. Design/methodology/approach The paper links theories on corporate branding informed by marketing with theories on employee identification informed...

..., by stressing communication and visual identity dimensions, it underlines how “parts” of identity need and should be managed in a company's setting. © Emerald Group Publishing Limited 2006 Corporate identity Corporate communications Corporate branding Corporate strategy T.C. Melewar can...

... brands rather than corporate brands. Brands and branding have such a profound impact on the society as whole and not just on these people who buy them. There is a wider public, in addition to shareholders and consumers, who may be potentially affected by the branding decisions. The impact of branding...