... of the appropriateness of the donated amount may have on CSR image. Philanthropy Social responsibility Corporate branding Indeed, prior research suggests that stakeholders become skeptical about genuine motivations when corporations give too much, because they may be wary about economic stability...

...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...

...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...

...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; 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...

...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; 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...

... customer trust online. Hence we hypothesize that: H2. “Trust” in a company web site is a dimension of “company online brand value”. Company brand Company online brand value Corporate branding Brand management Cities Constructed city brand Post‐industrial cities United Kingdom...

...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...

... 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; 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...

...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...

..., particularly from an ethical perspective. Corporate identity is defined as the values and ethos of an organisation that reflects the foundations around which the corporate brand is built (Balmer and Gray, 2003). However, to date research within corporate marketing, corporate identity and corporate social...

... that explore corporate‐level concepts (corporate identity, corporate image, corporate brand, corporate reputation, corporate communications) (Balmer and Greyser, 2003 ; Blomback and Brunninge, 2009 ; He and Balmer, 2007 ; Powell et al., 2009). Throughout the years, major schools of thought have...

... 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...

... and employee brand loyalty. Therefore this study set out to explore the views of service employees in a service industry with respect to their identification, commitment and loyalty to the corporate brand as a result of internal branding activities taking account of the employees' personal and job specific...

... Corporate identity Acquisitions and mergers Corporate 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...

...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...