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...

Purpose – The purpose of this paper is to report on the degree of success in international assignments that public relations (PR) practitioners experience and explores the influence of both organizational culture and national culture. Design/methodology/approach – PR practitioners in the USA...

Gathers empirical evidence on how South African organisations manage their corporate image management process. The aim is to establish whether one of the leading models of the corporate image management process is applicable to practitioners in the area. While there is renewed interest in both...

Purpose – The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched...

Purpose – The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness....

Whether societal marketing is regarded as a legitimate and ecessary aspect of marketing in the tobacco and liquor industries is investigated. A review of previous research on societal marketing has been undertaken. The views of both industries are discussed and some conclusions are made with...

This article reviews factors necessitating the application of effective selection and motivation criteria when using independent distributors. It reports findings concerning the criteria utilised by South African manufacturing companies and compares these with findings based on another study...

Purpose: While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and...

Purpose: This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach: The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with...

Purpose: 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. Design/methodology/approach: The authors use an interpretivist research paradigm to investigate four research...