Table of contents - Special Issue: Corporate marketing: insights and integration drawn from corporate branding, corporate identity, corporate communication and visual identification
Guest Editors: John M.T. Balmer, Avinandan Mukherjee, Stephen A. Greyser, Per Jenster
Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
John M.T. Balmer, Stephen A. GreyserThe aims of the paper are to examine the nascent area of corporate marketing.
Strong brands and corporate brands
Mark J. KayThis paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.
Internal brand building and structuration: the role of leadership
Christine Vallaster, Leslie de ChernatonyThe paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and…
The corporate brand association base: A conceptual model for the creation of inclusive brand architecture
Henrik UgglaThe purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding…
Corporate rebranding: destroying, transferring or creating brand equity?
Laurent Muzellec, Mary LambkinCompanies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to…
The effect of corporate branding dimensions on consumers' product evaluation: A cross‐cultural analysis
Nizar Souiden, Norizan M. Kassim, Heung‐Ja HongThe paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name…
Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives
T.C. Melewar, Elif KaraosmanogluThis paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of…
The impact of organisational characteristics on corporate visual identity
Annette L.M. van den Bosch, Wim J.L. Elving, Menno D.T. de JongThe purpose of this paper is to develop a research model to investigate corporate visual identity (CVI) management from an organisational perspective. It is assumed that…
A reflective approach to uncovering actual identity
Peggy Simcic Brønn, Andreas Engell, Håvard MartinsenThis paper aims to present a case study of a unique identity‐building process employed in a Scandinavian service firm. As noted by many authors, the concept of corporate identity…
The monarchy as a corporate brand: Some corporate communications dimensions
Stephen A. Greyser, John M.T. Balmer, Mats UrdeThe purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand.
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall