...Mayoor Mohan; Kevin E. Voss; Fernando R. Jiménez; Bashar S. Gammoh Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899...

... a direct significant impact on employees’ in-role and extra-role behaviour. However, that impact only took place through employees’ role clarity and their affective commitment. Practical implications The findings suggest that banks can differentiate their offers and build powerful corporate brands...

... of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house...

... product attributes, which has not featured in prior work on private labels perceptions. The findings have implications for retailers looking to launch and manage private labels and manufacturers who need to compete with them. © Emerald Group Publishing Limited 2009 Generics Corporate brands...