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The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image.

To inspect the theories, the foundational configural model was assessed through the perceptions of 395 employees in Indian aviation companies. By using complexity theory, this study matched the concept of equifinality and it examined the data via a fuzzy set qualitative comparative analysis.

Findings show that corporate strategy positively influences the corporate image and corporate expression. Corporate expression offers the verbal and visual facets of a brand. Surprisingly, the paper shows that there is no link between corporate expression and corporate image. It also suggests that corporate expression, including corporate community, corporate promise and corporate personality, are all components of a corporate brand and do not influence the corporate image. Finally, the study highlights that corporate image positively affects superior business performance, which influences superior retailer preference.

The study identifies the corporate identity’s indicators (corporate strategy and corporate expression) that affect the corporate image, which results in stronger, superior business performance and retailer preference. It suggests that managers in the airline industry should follow the recommendations of this research by adopting more objective and fairer procedures to attain superior business performance and retailer preference. In addition, the continued growth and the financial impact of the airline sector require the use of pioneering branding strategies. Future study is needed in various nations to advance the generalizability of the research findings.

To the best of the authors’ knowledge, the paper is the first to study corporate brand, its sub-dimensions (corporate strategy and corporate expression) and their individual links to brand image, which involves experience, relationships and visual identity.

This paper aims to investigate the impact of memorable destination experience and destination attractiveness on tourist-destination identification and destination love. It also investigates the moderating role of gender.

Using the cluster sampling method, the study selected cities of a developing country with the most popular destinations. A questionnaire survey was used to collect data from a sample of foreign and domestic tourists. To test the research model, a covariance-based structural equation modelling approach was adopted.

According to the results, destination attractiveness and memorable experience had a positive effect on tourist-destination identification. Similarly, tourist-destination identification positively influenced destination love. In addition, destination love impacts the intention to revisit and word-of-mouth. Finally, the results indicate that gender moderates some of these relationships.

Understanding what items can create strong bonds between destination and tourist is of great importance. By providing a validated conceptual model that traces the relationship between memorable experience, destination attractiveness and tourist-destination identification through cognitive, affective and evaluative dimensions, this study attempts to answer prior calls for examination from the viewpoint of tourism scholars.

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation.

A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory.

The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications.

Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).

Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention.

A mixed-method approach was designed to identify the consumers’ perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences.

To augment users’ continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value).

The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers’/visitors’/shoppers’ intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers’/visitors’/shoppers’ functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.

This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation.

The data were gathered during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo.

Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees and consumers. The categorization described herein provides a framework to further develop corporate logo to advance a favorable corporate image and corporate reputation.

Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the perceptions of managers, employees and consumers about its reputation and image. Implications exist for marketing scholars, as well as for general and cross-functional managers involved in managing a company’s corporate visual identity, and marketing decision-makers.

Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance.

In this research, an on-site survey of Iranian, research and development- intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model.

The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities, and therefore resulting in superior new product performance.

The current characterization of the resource-based theory signifies that strategic resources merely have potential value and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.

A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.

The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.

To the best of the authors’ knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image.

A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis.

The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs.

Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of retail and service settings in the UK and Russia.

Based on the attribution, social identity and signaling theories, this study adopted the qualitative exploratory approach by conducting 14 interviews with retail experts and eight focus groups with retail users in the UK and Russia, combined with experts in website design, communication and marketing.

The study findings indicated that it is crucial to build and maintain a favorable corporate website that reveals the corporate identity as part of the overall company strategy. The study suggests that navigation, visual, information, usability, customization, security, availability, website credibility, customer service, perceived corporate social responsibility and perceived corporate culture are the factors of corporate website favorability that contribute to the company’s competitive advantage. The findings show that consumers from Russia as well as from the UK found the significance of a favorable corporate website (i.e. corporate website favorability), as well as the factors affecting corporate website favorability. However, consumers in the UK are more critical and demanding in the level of expectation of the website overall and put more weight than consumers from Russia on the perceived corporate social responsibility, perceived corporate culture, customer service and website credibility.

Corporate website favorability should be adopted by the companies, as part of the overall corporate identity management. Furthermore, it is advised to take into consideration the variations in the level of importance of the factors of corporate website favorability in different countries. The findings of this study suggest that this investigation will make a considerable managerial contribution to the understanding of a company’s decision-makers, communication professionals and website specialists about the building of a favorable corporate website in line with corporate identity strategy of the company.

There has been little systematic study of the effect of corporate websites on consumer evaluations of the websites; also, there is a lack of research with regard to the factors that contribute to the development of a favorable corporate website (i.e. corporate website favorability). This is the first study of its kind to find the effect of corporate website favorability in Russia, representing a non-western country, and the UK, representing a western country. Therefore, it contributes to the corporate visual identity literature by presenting the corporate website favorability construct and demonstrating the factors that influence corporate website favorability.