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Article
Publication date: 25 May 2012

T.C. Melewar, Manto Gotsi and Constantine Andriopoulos

This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and…

4105

Abstract

Purpose

This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must organizations take a static (focusing on continuity) or a more dynamic (focusing on change) perspective on corporate branding?

Design/methodology/approach

This is a conceptual paper based on a critical review of relevant literature and the papers included in this special issue.

Findings

Avenues for future research in corporate branding are highlighted.

Originality/value

Several issues fundamental to the corporate branding debate remain controversial. This paper sheds light on three key tensions in managing corporate brands and shapes the research agenda for future studies.

Details

European Journal of Marketing, vol. 46 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 February 2018

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 change…

3182

Abstract

Purpose

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 change and subsequent corporate rebranding.

Design/methodology/approach

The paper examines previous comprehensive approaches to corporate branding in the face of organisational transformation, applying institutional theory which adds to intelligence already developed regarding corporate branding and rebranding in this situation.

Findings

An understanding of the institutional logics framework provides insights into how corporate branding and rebranding in organisations is affected in an environment where the organisation simultaneously holds values and beliefs inherent to two or more competing institutional forms (Townley, 2002).

Research limitations/implications

Further research is required to develop a model which integrates institutional logics into previous approaches to corporate rebranding.

Practical implications

Consideration of the underlying institutional logics of an organisation and how organisational transformation results in competing institutional logics and institutional pluralism leads to profound thinking about branding and rebranding an organisation.

Originality/value

Although there are a number of studies which look at how to evolve the corporate brand in times of organisational transformation, the institutional logics approach has not yet been applied to this issue, except by the author.

Details

Journal of Product & Brand Management, vol. 27 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 September 2017

John M.T. Balmer

This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a…

4180

Abstract

Purpose

This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services.

Design/methodology/approach

Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years.

Findings

This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997.

Practical implication

This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns.

Originality/value

In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 March 2013

Abel Tasiyana Kahuni and Jennifer Rowley

The purpose of this article is to explore the corporate brand‐web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the brand‐web…

Abstract

Purpose

The purpose of this article is to explore the corporate brand‐web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the brand‐web concept and contribute to insights towards developing understanding of the structure of the corporate brand‐web and brand relationships.

Design/methodology/approach

A case study analysis of the TOYOTA F1 Racing Team, focusing on brand relationships associated with different levels of sponsorship is presented. The case study analysis is based on desk research.

Findings

The corporate brand‐web of the TOYOTA F1 Racing Team is presented. This portfolio of corporate brands and their relationships can be regarded as a corporate brand meta‐architecture. The study also offers taxonomy of different types of sponsorship‐based brand relationships, and identifies and discusses two key aspects of the relationships between brands, title sponsorship, and network relationships between the corporate brands in the brand‐web.

Originality/value

This article contributes to understanding of the corporate brand‐web and brand relationships in the sponsorship context and demonstrates the complexity of multiple brand relationships, and the need for researchers and practitioners to understand and manage their corporate brand architecture.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 3 March 2016

Saikat Banerjee

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers…

10792

Abstract

Purpose

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.

Design/methodology/approach

This study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent’s brand preference. Part B used The Big Five Model personality scale. Part C used the ‘Brand Personality Scale’ proposed by Aaker (1997) as a measure of brand personality. Part D comprised ‘Corporate Personality Scale’ developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.

Findings

The result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.

Research limitations/implications

The paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.

Practical implications

The findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.

Originality/value

This paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 2
Type: Research Article
ISSN: 1355-5855

Article
Publication date: 26 January 2024

Kosuke Mizukoshi and Hisashi Mari

This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media…

Abstract

Purpose

This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts.

Design/methodology/approach

Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter.

Findings

A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects.

Originality/value

This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 8 January 2024

Rafael Barreiros Porto, Gordon Robert Foxall, Ricardo Limongi and Débora Luiza Barbosa

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands

Abstract

Purpose

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

Design/methodology/approach

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

Findings

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

Originality/value

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

Keywords

Book part
Publication date: 20 January 2011

Xuehua Wang and Zhilin Yang

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A…

Abstract

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

Details

International Marketing
Type: Book
ISBN: 978-0-85724-448-2

Keywords

Article
Publication date: 1 June 2002

Anne Daffey and Russell Abratt

This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a…

4502

Abstract

This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a corporate brand after merging four banks in their group into one new large one. Models of corporate branding are reviewed and then compared with the actual process undertaken by the banks. Interviews were conducted with key managers within the bank as well as in their advertising agency. The results show that Absa bank followed the processes described in the comprehensive models.

Details

Corporate Communications: An International Journal, vol. 7 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

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