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Four dimensions of brand storytelling : framework for managing and analyzing online brand stories

Zimand-Sheiner, Dorit - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015669285

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670592

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Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

Building corporate brand identity in exponential organizations : the role of a massive transformative purpose

Derchi, Francesco; Buratti, Nicoletta; Vitellaro, Francesco - 2026

This study investigates the role of the Massive Transformative Purpose (MTP) in shaping corporate brand identity and guiding brand management strategies in Exponential Organizations (ExOs). It examines how the MTP aligns internal and external brand dimensions, enhances stakeholder engagement,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070640

The role of sustainability in family firm branding : an identity-based analysis

Lynn, Zaw - 2026

This study examines how large German private family firms integrate sustainability into their corporate brand identities and how familiness shapes these meanings. Using an interpretivist design, it analyzes sustainability-related discourse from the websites of 25 family-controlled firms through...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016060754

The Yin and Yang of brand portfolio transformations: how conscientious “lighthouse brands” drive sustainability in organisations

Platzek, Florian; Schmitz, Anna-Karina; Fassnacht, Martin; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015508942

The Yin and Yang of brand portfolio transformations : how conscientious "lighthouse brands" drive sustainability in organisations

Platzek, Florian; Schmitz, Anna-Karina; Faßnacht, Martin; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015486103

Conscientious corporate brands : the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility

Abratt, Russell; Silva Quaye, Emmanuel; Kleyn, Nicola - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015486105

Founders and their brands : how founder identity matters in small firm branding

Astner, Hanna; Gaddefors, Johan - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015324701

Integrating corporate identity, social responsibility, and reputation : a triadic framework for sustainable branding in hospitality & tourism

Foroudi, Pantea; Melewar, T. C.; Tzempelikos, Nektarios; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015434695

How much do corporate brands matter on a commoditized perfectly competing market?

Bliev, Alexander - 2025

This research explores how the corporate brand strength impacts operating profits on a dry bulk shipping market. Though the brand strength/performance linkage is a proven fact, specific industry structure that is nearly perfectly competitive represents curious model for testing how brand equity...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015613702

Female executives and corporate brand competitiveness : the mediating role of corporate social responsibility

Ni, Yanbin - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015597234

Exploring corporate heritage through digital narrative : a cross-cultural thematic analysis of Henokiens' websites

Cannavale, Chiara; Sorrentino, Annarita; Venturini, Luca; … - 2025

Purpose of the paper: This study explores the communication of corporate heritage of long-lived firms. It inductively determines the key elements that bicentennial companies typically use to convey corporate heritage through their websites. It also investigates whether and how the culture of the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015559919

Developing a corporate brand in a transitional economy : lessons from Albania

Bici, Alma; Muir, Jonathan; Roper, Stuart - 2025

Corporate brand management can significantly impact an organization's strategic success. However, most existing literature on the subject is rooted in a Western perspective, where capitalism is the dominant economic system. To date, many aspects of corporate brand management in transitional...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015671596

MTR foods : redesigning brand identity and brand architecture

Sharma, Ruppal Walia; Kamath, Renuka - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059982

Effects of national institutions on corporate brand ability associations during the pandemic

Jacobs, Nele; Swoboda, Bernhard - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014514905

How do line extensions impact brand sales? : the role of feature similarity and brand architecture

Sezen, Burcu; Pauwels, Koen; Ataman, Berk - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015138090

Enhancing corporate brands through service robots : the impact of anthropomorphic design metaphors on corporate brand perceptions

Wünderlich, Nancy V.; Blut, Markus; Brock, Christian - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015158098

A proposed brand architecture model for UK fashion brands

Rashid, Arooj; Spry, Louise; Pich, Christopher - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015192451

Exploring the dynamics of Umbrella Brand and House of Brand strategies on organizational performance : a comparative analysis

Olalekan, Ajayi; Tolulpe, Adeyeye Charles; Abdulazeez, … - 2024

Manuscript type: Quantitative paper Research Aims: This study examines the impact of Umbrella Brand and House of Brand dimensions- brand awareness, customer trust, brand messaging, and brand decision-on organizational performance. Design/methodology/approach: Data were collected from 109...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015439034

Unraveling corporate brand equity : a measurement model based on consumer perception of corporate brands

Porto, Rafael Barreiros; Foxall, Gordon Robert; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014558587

How corporate brands communicate their higher purpose on social media : evidence from top global brands on Twitter

Rudeloff, Christian; Michalski, P. - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015186195

The nexus of internal marketing, workplace dynamics, and consumer value co-creation for contemporary corporate branding

Gbadamosi, Ayantunji; Sani, Kareem Folohunso; Al … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015641546

Concepts of corporate governance and public governance : building identity, brand, image and reputation in the digital era

Zalfa Laili Hamzah; Noor Adwa Sulaiman; Ismail, Maria Mohd - 2026

1. Introduction -- 2. Introducing Corporate Governance, Public Governance, Corporate Identity, Corporate Brand, and Corporate Reputation -- 3. Overview of Corporate Governance -- 4. Overview of Public Governance -- 5. Overview of Corporate Brand -- 6. Corporate Governance and Corporate Brand...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015560063

Corporate storytelling for branding : the new art and science of compelling corporate communication

Nyagadza, Brighton - 2026

Chapter 1: Emergency and Development of Corporate Storytelling for branding -- Chapter 2: Meaning of Corporate Storytelling for Branding -- Chapter 3: Theories related to Corporate Storytelling for Branding -- Chapter 4: Conceptualizing Corporate Storytelling for Branding -- Chapter 5:...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015637100

Brand sustainability transformation in carbon-intensive B2B industries : how to bridge the gap between reputation and reality

Brockschmidt, Oliver - 2026

Over the last decades, climate change has significantly increased the awareness of sustainable business practices. Consequently, companies are under growing pressure to implement sustainability measures and to take responsibility for the environment. While the focus has been on B2C companies,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015638866

Corporate marketing strategy : a contemporary curation of branding, identity, image and reputation studies

2026 - First edition

"Corporate Marketing Strategy: A Contemporary Curation of Branding, Identity, Image and Reputation Studies" offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016069761

Corporate Branding and Social Media

Chakladar, Amit - 2023

Today Companies are getting desperate to grab the attention of consumers. Competition has forced both marketers and companies to seek new unconventional ways to get their message across to their audience. The innumerous bombardment of information with regard to any product or services has made...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014260281

Corporate heritage communication strategies of iconic Italian brands : a multiple case study

Sacco, Federica; Conz, Elisa - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014493950

The influence of the promotional mix with the application of integrated marketing instruments in the implementation of corporate branding strategies in function of competitive positioning of the brand

Mucunska Palevska, Valentina; Gramatnikovski, Sashko; … - 2023

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014328052

Financial returns to corporate brand extensions : does typicality matter?

Sezen, Burcu; Hanssens, Dominique M. - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014374831

Experience goods, umbrella branding, and reputation

Niinimäki, Juha-Pekka - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014227166

Redefining brand identity and internal communications in turbulent times : the case of Banco Sabadell

Bravo, Rafael; Pina, José M.; Tirado, Beatriz - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015192504

Green technology innovation and corporate brand competitiveness : an analysis based on the role of environmental policy

Sun, Zhonghua; Wei, Wei - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015197444

Driving brand evangelism by unleashing the power of branding and sales management practices

Farooq Ahmed Jam; Khan, Tariq Iqbal; Paul, Justin - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015419782

Navigating corporate brands how to manage B2B brand communication in the digital era

Tomczak, Tobias; Gross, Jana; Sissing, Arjan; Clemens, … - 2025

This article identifies three barriers to consistent B2B brand communication: 1 reduced control due to digital and societal changes, particularly the rise of digital communication platforms, 2 the centralization-decentralization dilemma, and 3 fragmented internal stakeholder perspectives. To...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015492447

Shaping triumph from within : an investigation into employee-based brand co-creation, motivation drivers and enhanced job-related organisational performance

Yuan, Ruizhi; Chen, Ruolan; Huang, Bo; Min Du, Anna - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015611676

Digital platformization and effects on corporate branding : European Sports and Cultural Networks

Perlangeli, Genni - 2025 - First edition.

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015634226

Corporate social responsibility, corporate brand image and employer attractiveness : perspectives of potential employees

Asamoah, George; Yaw Kusi, Lawrence; Coffie, Isaac Sewornu - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015376696

The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands : a yin-yang perspective

Xu, Wei; Gao, Changgui; Zhang, Xiaoqi; Wang, Li - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665235

Consumer Responses to Corporate Responsibility and Branding : The Roles of Multinational Corporations’ Media Investments, National Institutions and Internet Penetration

Zimmer, Lukas - 2025

Introduction -- Study 1: Perceived Corporate Social Responsibility Effects across Nations – The Role of National Institutions -- Study 2: Joint Role of Corporate Communication Budget Allocation and Internet Penetration in Multinationals’ Corporate Brand Equity Cross-National Effects. A...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015373592

Corporate Brand Extensions Based on the Purchase Likelihood : Governance Implications

Goumas, Spyridon; Charamis, Dimitrios; Maroukla, Eirini; … - 2022

This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013293366

The formation of consumers' warmth and competence impressions of corporate brands : the role of corporate associations

Gidaković, Petar; Žabkar, Vesna - 2022

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013472690

Why HR, corporate and marketing communication divisions should work together? : the mediating role of Indonesia Bank’s employer branding to attract job pursuit intention

Rinaldi, Fiola Ramadina; Putra, Wawas Bangun Tegar Sunaryo - 2022

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013445482

Should corporations care about negative brand publicity? : understanding the impact of negative brand publicity on employees’ corporate brand pride

Abeda, Fabian; Büttgen, Marion - 2022

This article examines the effects of perceived negative brand publicity on employee emotions, attitudes and brand supporting behaviors. Drawing on Affective-Events-Theory (AET), it attempts to identify underlying affective and cognitive processes leading to behavioral change. Using data gathered...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014022112