... Brands Buying behaviour Corporate image Subcontracting An executive summary for managers and executive readers can be found at the end of this issue. Although brands have often been defined as synonymous with a name, term, sign, symbol or design (e.g. Kotler, 2000), the scope...

.... Corporate “image” concerns the knowledge, feelings and beliefs about an organisation that exist in the thoughts of its audiences (see Hatch and Schultz, 1997), i.e. “what comes to mind when one hears the name or sees the logo” (Gray and Balmer, 1998, p. 696). Image differs from corporate “identity...