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Title: Student corporate brand identification: An exploratory case study
Authors: Balmer, JMT
Liao, M
Keywords: Business schools;Corporate branding;Corporate brand identification;Franchising;Higher education;Universities
Issue Date: 2007
Publisher: Emerald
Citation: Corporate Communications. 12 (4) 356-375
Abstract: Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia. Methodology: A theory-building case study within the phenomenological/ qualitative research tradition Findings: The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research Limitations: The insights from a single, exploratory, case study might not be generalisable. Practical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness of corporate brand management. Originality/value of paper: Examines multiple student identification (towards a University, Business School and a non degree-awarding Overseas Institute).
ISSN: 1356-3289
Appears in Collections:Marketing
Brunel Business School Research Papers

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