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Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Sharifah Faridah Syed Alwi, John M.T. Balmer, Maria-Cristina Stoian, Philip J. Kitchen

Qualitative Market Research: An International Journal (2022) 25 (4): 405–432.

https://doi.org/10.1108/QMR-09-2021-0123

Published: 16 June 2022

... in managerial personality/values. Marketing communication Corporate brand Corporate communication SME brand communication SME brand identity Total communication Integrated communication This study investigates how firms communicate their brand messages by exploring two communication strategies...

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Journal Articles

Corporate branding and value creation for initiating and managing relationships in B2B markets

Sena Ozdemir, Suraksha Gupta, Pantea Foroudi, Len Tiu Wright, Teck-Yong Eng

Qualitative Market Research: An International Journal (2020) 23 (4): 627–661.

https://doi.org/10.1108/QMR-12-2017-0168

Published: 27 May 2020

...Sena Ozdemir; Suraksha Gupta; Pantea Foroudi; Len Tiu Wright; Teck-Yong Eng Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives...

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Journal Articles

From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape

Agostino Vollero, Maria Palazzo, Alfonso Siano, Pantea Foroudi

Qualitative Market Research: An International Journal (2021) 24 (2): 143–160.

https://doi.org/10.1108/QMR-12-2017-0184

Published: 12 February 2020

... its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape from an opposing perspective, raising the risk of digital hijacking and boycotting initiatives. Practical implications From a practical standpoint, the study...

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Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Corporate branding and value creation for initiating and managing relationships in B2B markets

From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape

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Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Corporate branding and value creation for initiating and managing relationships in B2B markets

From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape

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