Corporate brand | ScienceGate

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

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Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions

Cogent Business & Management ◽

10.1080/23311975.2020.1858524 ◽

2020 ◽

Vol 7 (1) ◽

pp. 1858524

Author(s):

Brighton Nyagadza ◽

Ernest M. Kadembo ◽

Africa Makasi

Keyword(s):

Corporate Brand ◽

Internal Stakeholders

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The Expressive Organization: Linking Identity, Reputation and the Corporate Brand

Corporate Reputation Review ◽

10.1057/palgrave.crr.1540120 ◽

2000 ◽

Vol 3 (3) ◽

pp. 276-278

Author(s):

Craig Caroll

Keyword(s):

Corporate Brand

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The effects of corporate brand symbolism on consumer satisfaction and loyalty

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-05-2015-0086 ◽

2016 ◽

Vol 28 (3) ◽

pp. 481-498 ◽

Cited By ~ 5

Author(s):

Tatiana Anisimova

Keyword(s):

Social Life ◽

Consumer Satisfaction ◽

Single Point ◽

Social Aspects ◽

Consumer Loyalty ◽

Cross Sectional ◽

Corporate Brand ◽

Content Type ◽

Strategic Role ◽

The Impact

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was used to evaluate the relationships between an independent variable (corporate brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand symbolism on both consumer satisfaction and loyalty. Research limitations/implications – Although this paper makes contributions in international marketing, the cross-sectional nature of the data collection method limits the information gained to the single point in time. This research studied the impact of corporate brand symbolism on consumers of one original equipment manufacturers (OEM). Having a larger number of participating car manufacturers/OEMs would have provided a wider insight. However, time and resources limitation did not allow to study a larger sample. In the future, practitioners are recommended to further understand the relationship between self and social aspects of brand symbolism in order to formulate more targeted communication strategies. Practical implications – The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty. In the light of increasing advertising costs and decreasing consumer loyalty, strengthening corporate brand symbolism makes a lot of economic sense. The findings suggest that managers need to take into account consumer need for identity expression and consider this in their branding strategies. Social implications – Humans are social beings by nature. However, international brand research has paid relatively little attention to how products are used by consumers in everyday life, including their social life. Consumer behaviours increasingly depend on social meanings they imbue brands with beyond products’ functional utility. It is argued the focus of symbolic consumption needs to be broadened and integrated more with social science concepts. Originality/value – This study captures a construct of corporate brand symbolism by including self and social aspects of symbolism. The current study also comprehensively measures consumer loyalty, including cognitive, affective and behavioural types of loyalty.

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Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

Journal of Product & Brand Management ◽

10.1108/jpbm-05-2016-1199 ◽

2018 ◽

Vol 27 (1) ◽

pp. 3-17 ◽

Cited By ~ 34

Author(s):

Urška Tuškej ◽

Klement Podnar

Keyword(s):

Social Media ◽

Online Survey ◽

Identity Management ◽

Brand Management ◽

Active Engagement ◽

Brand Identification ◽

Corporate Brand ◽

Content Type ◽

Corporate Brands ◽

Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

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