Marketing Intelligence & Planning: Volume 31 Issue 5

Building a unique online corporate identity

Zulhamri Abdullah, Shahrina, Nordin, Yuhanis Abdul Aziz

The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker's brand…

Corporate brand‐rapture theory: antecedents, processes, and consequences

Stephen Lloyd, Arch Woodside

This study seeks to provide analytical insights into corporate brand‐rapture (CBR), its antecedents and consequences, and contributes to methodology for modeling CBRs.

The impact of customer‐company identification on consumer reactions to new corporate initiatives : The case of brand extensions

Rohail Ashraf, Dwight Merunka

Customer‐company identification (CCI) refers to a social relationship between a company and its customers. Prior research highlights the positive consequences of CCI but does not…

Integrating country‐of‐origin image and brand image in corporate rebranding: the case of China

Simone Guercini, Silvia Ranfagni

The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate…

Developing an environmental corporate reputation on the internet

Calin Gurau

This paper aims to investigate the specific challenges and success factors faced by companies which develop their environmental corporate reputation using an online communication…

Country image as a nation‐branding tool

Ulla Hakala, Arja Lemmetyinen, Satu‐Päivi Kantola

The purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are…

A framework to attain brand promise in an online setting

Sharifah Alwi, Shahril Azwan Ismail

This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand promise/reputation…

Corporate branding, identity, image and reputation (COBIIR)

T.C. Melewar, Bang Nguyen, Temi Abimbola