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...

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...

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...

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...

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...

Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication....

Corporate brand architecture characterizes the types of corporate brand relationships between an organization’s mother brand and its subsidiaries along with inter-organizational corporate brand relationships. Consequently, different corporate brand architecture modes will materially influence...

Providing a concise overview of the theory of corporate brand alignment— intended as coherency between internal and external constituents of the corporate brand— is the main aim of this chapter. Hence, attention has been initially devoted to the definitions and measurement of the construct....

This entry defines and outlines the concept of the corporate brand, which is the branding of an entire organisation vis-à-vis all its various stakeholders. The presented definition is derived from a synthesis of the major conceptual developments in the literature, encompassing managerial and...