1 - 6 of 6 articles
Purpose – Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate‐level constructs. The purpose of this paper is...
Purpose – The purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations. Design/methodology/approach – The approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation...
Purpose – This paper aims to provide insights into the what, why, and how of recognising corporate brand crisis through a synthesis of organisational experiences with threats to brand reputation, and to offer guidelines for analytic approaches and suggested organisational actions....
Purpose – The purpose of this paper is to consider the nature and ongoing incidence of what is termed “corporate dissonance”, making explicit reference to developments relating to corporate communications since the publication of Company Image and Reality in 1984 and the founding of the...
Purpose – This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach – The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how...
Purpose – The principal purposes of this paper are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand's history for corporate heritage brands generally. Design/methodology/approach – Taking a case...
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