TY  - JOUR
AB  - Studies in the fields of marketing and corporate identity are at a crossroads. Changes in the structure of organisations and their operating environments have led to the emergence of the concept of corporate branding and possibly even the development of a new domain of management science. This paper traces the development of brand thinking from both a marketing (customer market) perspective and a multi‐disciplinary (organisation) perspective. Argues that the current transitional period is, in fact, caused by a congruence of thinking in these two fields and that much of the current debate has stemmed from their alternative starting points; a “top down” organisational perspective versus a “bottom up” customer market perspective. Adopts a realist perspective to build a conceptual framework that combines elements of both approaches and describes the application of this framework and a new marketing model to an initial pilot study.
VL  - 5
IS  - 1
SN  - 1356-3289
DO  - 10.1108/13563280010317578
UR  - https://doi.org/10.1108/13563280010317578
AU  - Bickerton David
PY  - 2000
Y1  - 2000/01/01
TI  - Corporate reputation versus corporate branding: the realist debate
T2  - Corporate Communications: An International Journal
PB  - MCB UP Ltd
SP  - 42
EP  - 48
Y2  - 2024/09/23
ER  -