Table Of Contents: Volume 27 Issue 1
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social mediaUrška 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 organizationLouise 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.
This study aims to examine the roles of business partners in co-creating a corporate brand image.
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…
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…
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…
Online date, start – end:1992
Copyright Holder:Emerald Publishing Limited
Merged from:Pricing Strategy and Practice
- Dr Cleopatra Veloutsou
- Dr Francisco Guzman