Journal of Product & Brand Management: Volume 27 Issue 1


Table of contents - Special Issue: Corporate Branding

Guest Editors: John Balmer

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

Urška Tuškej, Klement Podnar

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in…


Managing across a corporate and product brand portfolio: evidence from a large South African service organization

Louise Sevel, Russell Abratt, Nicola Kleyn

The purpose of this study is to understand how a large service organisation with a brand portfolio manages its corporate brand relative to its portfolio of product brands.

The roles of business partners in corporate brand image co-creation

Minna Törmälä, Saila Saraniemi

This study aims to examine the roles of business partners in co-creating a corporate brand image.


Corporate brands as brand allies

Mayoor Mohan, Kevin E. Voss, Fernando R. Jiménez, Bashar S. Gammoh

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.


CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

Suvendu Kumar Pratihari, Shigufta Hena Uzma

The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study…


Internal corporate branding impact on employees’ brand supporting behaviour

Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran, Hassan Mohamed Hussein Mohamed

This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which…


Corporate branding and rebranding: an institutional logics perspective

Helen Stuart

The purpose of this paper is to demonstrate how the institutional logics framework adds a fresh perspective on corporate branding, particularly in times of organisational…

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  • Dr Cleopatra Veloutsou