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http://bura.brunel.ac.uk/handle/2438/17637
Title: | Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights |
Authors: | Balmer, JMT Mahmoud, R Chen, W |
Keywords: | corporate brands;corporate brand identification;higher education;place branding;social identity theory |
Issue Date: | 18-Mar-2019 |
Publisher: | Elsevier |
Citation: | Balmer, J.M.T., Mahmoud, R. and Chen, W. (2020) 'Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights', Journal of Business Research, 98, pp. 628 - 641. doi: 10.1016/j.jbusres.2019.03.015. |
Abstract: | Copyright © 2019 The Authors. This study scrutinizes how places meaningfully burnish corporate brand attractiveness and identification. To date, extant research adopts a mono-lateral, rather than multi-lateral perspective. Marshalling the corporate brand identification theoretical perspective, the findings make a theoretical advance by explicating how a nascent corporate brand can be enhanced through its positive associations with places. The research setting for this study was a newly-established business school and the research focused on international postgraduate students who are a key business school constituency. In this study, the tripartite place associations which meaningfully enhanced customer corporate brand attractiveness and identification were found to be country, city, and corporate locale. |
URI: | https://bura.brunel.ac.uk/handle/2438/17637 |
DOI: | https://doi.org/10.1016/j.jbusres.2019.03.015 |
ISSN: | 0148-2963 |
Appears in Collections: | Brunel Business School Research Papers |
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FullText.pdf | Copyright © 2019 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/BY-NC-ND/4.0/). | 580.59 kB | Adobe PDF | View/Open |
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