Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising)...

Purpose – This paper aims to introduce the special issue on the marketing perspectives of logistics service providers and the relevant papers. The paper also aims to introduce the concept of outsourcing in general and logistics outsourcing in particular that is directly relevant to the genesis...

Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing...

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised...

Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country. Design/methodology/approach –...

Purpose – This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins. Design/methodology/approach – Information gathered from the interview with...

Purpose – This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation. Design/methodology/approach – The paper presents a main theoretical background...

Purpose – The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its...

Purpose – The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia. Design/methodology/approach – The paper uses a...

Purpose – The purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant of reputation. Design/methodology/approach – The research was conducted on three groups of...