European Journal of Marketing: Volume 46 Issue 5

Shaping the research agenda for corporate branding: avenues for future research

T.C. Melewar, Manto Gotsi, Constantine Andriopoulos

This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and…

Corporate identity anchors: a managerial cognition perspective

Hongwei He

Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example, senior managers' angle can be different from those of…

A multilevel investigation of relationships among brand‐centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction

Aihwa Chang, Hsu‐Hsin Chiang, Tzu‐Shian Han

This paper aims to investigate the process of internal brand management that makes employees identify with the corporate brand and produce positive attitudes and behaviors, thus…

Employee as symbol: stereotypical age effects on corporate brand associations

Gary Davies, Rosa Chun

This paper aims to test one of the symbolic influences of the employee on brand associations and by doing so demonstrate why the stereotyping of employees should be added to the…

Informing a new business‐to‐business relationship:: Corporate identity and the emergence of a relationship identity

Cláudia Simões, Katy J. Mason

Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This…

Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy

Yong Jian Wang, Monica D. Hernandez, Michael S. Minor, Jie Wei

The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos.

Corporate branding: an interdisciplinary literature review

Marc Fetscherin, Jean‐Claude Usunier

This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on…