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http://bura.brunel.ac.uk/handle/2438/23487
Title: | Managerial corporate brand orientation: explication, significance, and antecedents |
Authors: | Balmer, JMT |
Keywords: | brand orientation;corporate brand orientation;corporate brand identification;social identity theory;corporate identity;corporate brand image;managerial corporate brand orientation |
Issue Date: | 23-Dec-2021 |
Publisher: | Palgrave Macmillan (part of Springer Nature) |
Citation: | Balmer, J. (2021) 'Managerial corporate brand orientation: explication, significance, and antecedents', Journal of Brand Management, 29, pp. 1 - 12. doi: 10.1057/s41262-021-00265-3. |
Abstract: | The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a strong, and authentic, organisational-wide corporate brand orientation. Because of critically important bilateral, and synergistic, corporate brand/corporate identity relationships, managerial corporate brand orientation requires a dual corporate brand/corporate identity managerial identification. It enunciates the importance of social identity theory to managerial identification. It articulates a basic three-stage process underpinning managerial corporate brand orientation which entails: managerial comprehension of the corporate brand/corporate identity; managerial perceptions of the corporate brand/corporate identity; and managerial identifications with the corporate brand/corporate identity. Given the ongoing custodial and leadership roles of managers in nurturing a corporate brand-based organisational philosophy and culture, the article deliberates on the importance of recruitment, induction, training, acculturation, appraisal/ promotion, in fostering managerial corporate brand orientation. |
URI: | https://bura.brunel.ac.uk/handle/2438/23487 |
DOI: | https://doi.org/10.1057/s41262-021-00265-3 |
ISSN: | 1350-231X |
Other Identifiers: | ORCiD: John M T Balmer https://orcid.org/0000-0003-2862-4520 |
Appears in Collections: | Brunel Business School Research Papers |
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