Journal of Product & Brand Management: Volume 19 Issue 6

The value‐relevance of corporate reputation during the financial crisis

Sascha Raithel, Petra Wilczynski, Matthias P. Schloderer, Manfred Schwaiger

The purpose of this paper is to examine the value‐relevance of corporate reputation during times of crisis. The paper seeks to extend the view beyond the traditional focus on the…

Exploring the relationship between corporate, internal and employer branding

Carley Foster, Khanyapuss Punjaisri, Ranis Cheng

The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer…

Conceptualising the notion of corporate brand covenant

Olutayo Otubanjo, Temi Abimbola, Olusanmi Amujo

This paper aims to theorise the concept of corporate brand covenant.

Mapping the “roots” of the consumer's image‐in‐use of companies

Anne Rindell, Bo Edvardsson, Tore Strandvik

The purpose of this paper is to introduce a tool for mapping how consumers' past experiences influence the consumer's present corporate brand image.

Architecture as brand: store design and brand identity

A.E. Kirby, A.M. Kent

The aim of this paper is to examine the relationship between the architecture of retail stores and the communication of brand identity.

Innovative corporate social responsibility: the founder's role in creating a trustworthy corporate brand through “green innovation”

Tore Hillestad, Chunyan Xie, Sven A. Haugland

The purpose of this study is to develop new knowledge on corporate branding from a corporate social responsibility (CSR) perspective. The paper is particularly concerned with how…

Who endorses whom? Meanings transfer in celebrity endorsement

Elina Halonen‐Knight, Leila Hurmerinta

Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where…

Accidental Branding: How Ordinary People Build Extraordinary Brands

Catheryn Khoo‐Lattimore

The New Community Rules: Marketing on the Social Web

David Mark Horowitz

Trade‐Off: Why Some Things Catch on and Others Don't

Robert P. Jones

Branding and society: the social, cultural and financial impacts of brands in the twenty-first century

Ming Lim, Temi Abimbola

Editorial

Richard C. Leventhal