...Tatiana Anatolevena Anisimova Purpose The purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a significant relationship between consumer‐perceived corporate brand and consumer...

... to call “storytelling” brands. © Emerald Group Publishing Limited 2006 Loyalty schemes Corporate branding Storytelling Individual psychology Consumer behaviour Canada How do you take your loyalty brand from mere words and pictures to the promise of a relevant and rewarding consumer...