European Journal of Marketing: Volume 35 Issue 3/4

Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog

John M.T. Balmer

Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver…

Corporate identity and corporate image revisited ‐ A semiotic perspective

Lars Thøger Christensen, Søren Askegaard

Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in…

Relationships between personal and corporate reputation

Dennis B. Bromley

The psychological study of personal reputation has implications for the study of corporate identity and reputation. One set of implications deals with the way organisations are…

Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model

Malcolm H.B. McDonald, Leslie de Chernatony, Fiona Harris

Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the…

Understanding organisational culture and the implications for corporate marketing

Alan M. Wilson

The actions of employees such as service personnel are seen as being important in communicating a company’s corporate values and goals, particularly where they interact directly…

Development and management of corporate image in South Africa

Russell Abratt, Thabiso Nsenki Mofokeng

Gathers empirical evidence on how South African organisations manage their corporate image management process. The aim is to establish whether one of the leading models of the…

Corporate reputation, trait covariation and the averaging principle ‐ The case of the UK pensions mis‐selling scandal

Roger Bennett, Helen Gabriel

Presents the results of an empirical investigation into whether the attribution by members of the public of an unfavourable reputational trait (e.g. dishonesty) to a company…

Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

T.C. Melewar, John Saunders, John M.T. Balmer

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK…

The added value of corporate logos ‐ An empirical study

Cees B.M. van Riel, Anouschka van den Ban

Describes the evaluations, by potential customers, of a new logo of a Dutch bank. Evaluations were measured before and after the introduction, comparing perceptions of the new…

Corporate branding and corporate brand performance

Fiona Harris, Leslie de Chernatony

Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of…

Corporate citizenship as a marketing instrument ‐ Concepts, evidence and research directions

Isabelle Maignan, O.C. Ferrell

Confronted with increasing pressures to limit government spending on social welfare, more and more public policy makers welcome the growing social involvement of corporations…