Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/22835
Title: | Corporate brand orientation: identity, internal images, and corporate identification matters |
Authors: | Balmer, JMT Podnar, K |
Keywords: | corporate brand;corporate brand identification;corporate brand orientation;corporate identity;corporate image;social identity theory |
Issue Date: | 26-Jun-2021 |
Publisher: | Elsevier |
Citation: | Balmer, J.M.T. and Podnar, K. (2021) 'Corporate brand orientation: identity, internal images, and corporate identification matters', Journal of Business Research, 134, pp. 729 - 737 (9). doi: 10.1016/j.jbusres.2021.06.016. |
Abstract: | Copyright © 2021 The Authors. Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orientated organizations. They also need to be cognizant of these dimensions and regularly appraise them. |
URI: | https://bura.brunel.ac.uk/handle/2438/22835 |
DOI: | https://doi.org/10.1016/j.jbusres.2021.06.016 |
ISSN: | 0148-2963 |
Appears in Collections: | Brunel Business School Research Papers |
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