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 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.
The roles of business partners in corporate brand image co-creationMinna Törmälä, Saila Saraniemi
This study aims to examine the roles of business partners in co-creating a corporate brand image.
Corporate brands as brand alliesMayoor 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 industrySuvendu 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 behaviourSally 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 perspectiveHelen 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…
Online date, start – end:1992
Copyright Holder:Emerald Publishing Limited
Merged from:Pricing Strategy and Practice
- Dr Cleopatra Veloutsou