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...

Corporate branding has long been shaped by the assumption of a fixed, essential pathway towards an ‘authentic moral identity,’ reinforcing essentialist thought. However, as corporate brands increasingly navigate complex landscapes, essentialism reduces morality and authenticity to a set of...

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...

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...

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...

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...

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:...

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,...

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...

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...

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...

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...

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...