... on CSR image. Philanthropy Social responsibility Corporate branding Companies often seek to enhance reputational benefits from charitable giving – the most traditional form of corporate philanthropy – by publicizing their donations (Chen et al., 2018). Furthermore, corporate...

...John M.T. Balmer; Weifeng Chen Purpose The study aims to explore customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669). This paper examines the multiple role identities of the corporate brand and, in particular, the enduring...

... interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work. Design/methodology/approach A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives. Findings The four perspectives...

...Tim Oliver Brexendorf; Kevin Lane Keller 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 brands. This paper aims to broaden...

...Michael Heller Purpose This paper aims to examine the development of an iconic corporate brand by the General Post Office (GPO) in Britain in the 1930s by adapting the work of Douglas Holt (2004). Design/methodology/approach The paper uses a historical approach by developing a historical case...

...Sabrina Verena Helm; Uwe Renk; Anubha Mishra Purpose – The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Russell Abratt; Nicola Kleyn Purpose The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions...

... and “constructed” city brands? Cities have constantly changed and evolved over hundreds of years and, as such, city brands are more difficult to manage than corporate brands, often representing a collection of local places (Scott, 2006 ; Cheshire, 2006). From a marketing perspective, the notion of brand...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; John M.T. Balmer Purpose This article aims to advance comprehension of corporate brands via the adoption of identity‐based perspectives of corporate brands. It aims to outline a normative, diagnostic, model of corporate brand management...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Joep Cornelissen; Lars Thøger Christensen; Kendi Kinuthia Purpose The purpose of this paper is to engage with the issue of construct clarity in corporate communications research giving particular attention to corporate branding and identity whereby...

...T.C. Melewar; Manto Gotsi; Constantine Andriopoulos; Aihwa Chang; Hsu‐Hsin Chiang; Tzu‐Shian Han Purpose This paper aims to investigate the process of internal brand management that makes employees identify with the corporate brand and produce positive attitudes and behaviors, thus contributing...

... branding. Design/methodology/approach The research is a quantitative study of the employees (n=424) and customers (n=964) in 28 branches of four fashion retailers providing data to model the influence of employee age on the associations customers make with such corporate brands...

...T.C. Melewar; Manto Gotsi; Constantine Andriopoulos; T.C. Melewar; Manto Gotsi; Constantine Andriopoulos Purpose This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising...

...T.C. Melewar; Manto Gotsi; Constantine Andriopoulos; Marc Fetscherin; Jean‐Claude Usunier Purpose This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on corporate branding...

... theoretical grounding for and empirical evidence of the positive influence of company identification on individuals' willingness to invest in companies' shares. It is a novel finding for corporate marketing literature that individuals express their identification with a corporate brand also through investing...

... marketing Corporate branding Business‐to‐business marketing Organisational identity Identity studies have, in recent years, attracted an increasing amount of attention, particularly in the field of marketing research (Melewar et al., 2005 ; Tsai, 2008 ; Balmer, 2009 ; Halliburton...

...), it is noted that configural, metric, and scalar invariance were given. Hence, the five data sets were successfully combined for further analysis. © Emerald Group Publishing Limited 2011 Corporate branding Employees Internal branding Brand commitment Brand identification Thailand...

... development Corporate image Corporate branding Organisational marketing Corporate strategy Employees This commentary is contextualised within the interrelated domains of corporate marketing, ethical corporate marketing, ethical corporate identity and corporate social responsibility (CSR). Its...

... into this topic (Martin and Pranter, 1989). Corporate branding studies have discussed that organisations communicate a core sub‐set of values outside as the spirit of the corporate brand (Keller, 1999 ; Urde, 2003) and can achieve differentiation through managing their corporate brand promises (Harris and De...

...T.C. Melewar; Lynn L.K. Lim; Harlan E. Spotts; Marc G. Weinberger Purpose The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation). Design/methodology...