Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

The Objective of this study explains the Branding strategy, Branding is successfully creating a brand identify hat will not only make your business more appealing in comparison to your competitors, but it will also convince consumer. That in a sea of prospects your business is the only one...

The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

The goal of this article was to explore internal stakeholders' emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth...

The Objective of this study explains the Branding strategy, Branding is successfully creating a brand identify hat will not only make your business more appealing in comparison to your competitors, but it will also convince consumer. That in a sea of prospects your business is the only one...

The aim of this study is to examine the intervening effect of investor emotional attachment between corporate reputation and investors' behavioral decision-making in the context of Pakistan stock exchange (PSX). Specifically, an attempt is made to investigate the indirect effect between...

"Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical...

"Brands - corporate, products, service- today are collectively defined by their customers, , deriving from personal experiences and word-of-mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. The book provides scholars,...

Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Table of Contents -- List of contributors -- Acknowledgments -- A An introduction to the corporate brand management field -- 1 Towards a paradigm shift in corporate branding -- 2 Demarcating the field of corporate brand...