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Keywords: Corporate brand
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Journal Articles
Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication
Available to Purchase
Qualitative Market Research: An International Journal (2022) 25 (4): 405–432.
Published: 16 June 2022
... this study are identified. The second part reviews the literature on MC/IMC and CC use in the SME context. Marketing communication Corporate brand Corporate communication SME brand communication SME brand identity Total communication Integrated communication This study investigates how...
Journal Articles
Corporate branding and value creation for initiating and managing relationships in B2B markets
Available to Purchase
Qualitative Market Research: An International Journal (2020) 23 (4): 627–661.
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...
Journal Articles
From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape
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Qualitative Market Research: An International Journal (2021) 24 (2): 143–160.
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...
