IV Corporate Brand Posts On Facebook – The Role Of Interactivity, Vividness, And Involvement

2015 ◽  
pp. 141-185
Author(s):  
Markus Kick
Keyword(s):  
Corporate Brand

Corporate brands as brand allies

2018 ◽  
Vol 27 (1) ◽  
pp. 41-56 ◽  
Author(s):  
Mayoor Mohan ◽  
Kevin E. Voss ◽  
Fernando R. Jiménez ◽  
Bashar S. Gammoh
Keyword(s):  
Empirical Support ◽  
Product Category ◽  
Brand Name ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Alliance ◽  
Three Stage Least Squares ◽  
Category Knowledge ◽  
Corporate Brands

Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

Leveraging the corporate brand

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1530-1551 ◽  
Author(s):  
Tim Oliver Brexendorf ◽  
Kevin Lane Keller
Keyword(s):  
Brand Management ◽  
Reciprocal Relationship ◽  
Product Portfolio ◽  
Brand Associations ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Corporate Marketing ◽  
Content Type ◽  
Brand Innovativeness

Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.

scholarly journals The Role Of Corporate Brand Image And Service Quality On Client Satisfaction With Perceived Value As Mediating Variable (A Study In The Construction Of Civil Registration Service Building, Surakarta)

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Ibnu Suryo ◽  
Asri Laksmi Riani
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Client Satisfaction ◽  
Brand Image ◽  
Perceived Value ◽  
Corporate Brand ◽  
Civil Registration ◽  
Service Building ◽  
Significant Direct Effect

This research aims to understand the effect of brand image and service quality on employee’s satisfaction who is involved in the committee or Committee of Work Result Receiver (Panitia Penerima Hasil Pekerjaan - PPHP) in a construction project of civil registration service building in Surakarta, conducted by PT. Karsa Bayu Bangun Perkasa and PT. Surya Bayu Sejahtera, as well as to examine the role of perceived value as mediating variable. We distribute research questionnaires to 30 institution staffs. The data is examined using Structural Equation Model (SEM) to measure the role of corporate brand image and service quality with perceived value as mediating variable on client satisfaction. The result shows that corporate brand image has a significant direct effect on perceived value and client satisfaction, service quality also has a significant direct effect on perceived value and client satisfaction. Perceived value has a significant direct effect on client satisfaction. Meanwhile, corporate brand image has an indirect effect on client satisfaction through perceived value. However, service quality does not have an indirect effect on client satisfaction through perceived value, which means perceived value does not mediate the effect of service quality on client satisfaction.

The role of MNC's subsidiaries in creating multinational corporate brand

2015 ◽  
Vol 23 (6) ◽  
pp. 512-525 ◽  
Author(s):  
Morteza Khojastehpour ◽  
Raechel Johns
Keyword(s):  
Corporate Brand

When brands use CEOs and employees as spokespersons

2020 ◽  
Vol 23 (2) ◽  
pp. 241-264 ◽  
Author(s):  
Valérie Zeitoun ◽  
Geraldine Michel ◽  
Nathalie Fleck
Keyword(s):  
Chief Executive Officers ◽  
Brand Image ◽  
Real Life ◽  
Chief Executive ◽  
Transfer Model ◽  
Corporate Brand ◽  
Content Type ◽  
Internalization Process ◽  
Executive Officers

Purpose This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach The exploratory character of the present research required a qualitative approach combining focus groups and face-to-face interviews considered as both meaningful and complementary. Findings The findings suggest that while the celebrity endorsement ensures familiarity and likability, internal endorsement supports credibility and congruity with an important role of storytelling. Moreover, employee endorsements induce an internalization process based on the real-self, while the endorser CEO induces admiration grounded in the ideal self. More fundamentally, the study reveals how the internal endorsement modifies the meaning transfer model and involves a process of meaning translation, which affects the corporate brand image rather than the product brand image. Originality/value The present paper reveals that CEOs and employees can be strong levers for gilding the corporate brand image compared to the celebrities who enhance the product brand image. Moreover, the authors show that the CEO is a character who can be admired without the threat of upward comparison at the opposite of celebrities. Finally, this research highlights the specific role of employees bringing authenticity because of their anchorage in real life.

scholarly journals IMAGE OF THE TERRITORY: QUESTIONS OF CONCEPTUAL AND TERMINOLOGICAL SYSTEMATIZATION AND FORMATION

2020 ◽  
Vol 30 (4) ◽  
pp. 473-483
Author(s):  
T.A. Balina ◽  
V.A. Stolbov ◽  
L.Yu. Chekmeneva ◽  
E.R. Melnikov
Keyword(s):  
Brand Management ◽  
Clear Distinction ◽  
Image Management ◽  
Corporate Brand ◽  
Management Algorithm ◽  
Management Scheme ◽  
Spatio Temporal ◽  
Regional Capital ◽  
Perm Region

The article reveals the theoretical aspects of studying the image of a territorial entity as the basis for building up regional capital, establishing a positive status and reputation of a region as a new resource for its development. Consideration of the territory as an object-subject participant in the formation of the image is closely connected with the processes of globalization, the reduction and devaluation of the role of traditional development resources, the expansion of the boundaries of a single information space. The authors consider three main approaches to defining the image in general and the image of the territory: socio-psychological, semiotic-geosophical and marketing. With regard to the territory, the use of the terms "image", "brand", "symbol", "reputation", etc. requires a clear distinction. The purpose of the study is to reveal the fundamental differences between these concepts, the features of their similarity, subordination on the basis of spatio-temporal, epistemological, mental approaches. Thus, the image of a territory (country, region, locality and place) is interpreted as a mental structure (a set of ideas), including reputation, brands and symbols associated with the territory, purposefully formed under the influence of information communications. The similarity of the territory image management algorithm with the corporate and corporate brand management scheme is emphasized. Special attention is paid to the problem of forming the image of the Perm region. the article reveals the role of the Museum of Antiquities in the formation and promotion of the image of the Kama region.

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