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Purpose – The purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant of reputation. Design/methodology/approach – The research was conducted on three groups of stakeholders...
Purpose – The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia. Design/methodology/approach – The paper uses a...
Purpose – The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its...
Purpose – While the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the corporate...
Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising)...
Purpose – The purpose of this paper is to help answer “To what degree can creative employees be encouraged or motivated to align with a leader's creative vision and what issues may be faced along the way?” The management and communication of vision in relation to the organisational brand...
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