European Journal of Marketing: Volume 45 Issue 9/10

Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity‐based views of the firm

John M.T. Balmer

This article outlines the nature of corporate marketing myopia and details the salient characteristics of a corporate marketing logic. The notion of identity‐based views of the…

Corporate social responsibility: a corporate marketing perspective

Diogo Hildebrand, Sankar Sen, C.B. Bhattacharya

The main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical…

The nexus between ethical corporate marketing, ethical corporate identity and corporate social responsibility: An internal organisational perspective

Shaun M. Powell

The commentary aims to consider the nexus between corporate marketing, ethical corporate marketing, ethical corporate identity and corporate social responsibility. It seeks to…

Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy

John M.T. Balmer

This article scrutinises the nature and salience of corporate heritage identities via the lens of the British Monarchy. A corporate heritage identity framework is introduced. The…

Identification with an organisation as a dual construct

Klement Podnar, Urša Golob, Zlatko Jančič

The purpose of this paper is to advance understanding of an individual's identification with an organisation (“organisational identification”) and propose a scale for its…

The role of other customer effect in corporate marketing: Its impact on corporate image and consumer‐company identification

Elif Karaosmanoğlu, Ayşe Banu Elmadağ Baş, Jingyun (Kay) Zhang

By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers…

Corporate marketing in the stock market: The impact of company identification on individuals' investment behaviour

Jaakko Aspara, Henrikki Tikkanen

The purpose of this paper is to contribute to the corporate marketing literature by examining how an individual's identification with a company influences their willingness to…

Acquisitions and network identity change

Christina Öberg, Christina Grundström, Petter Jönsson

The purpose of the paper is to discuss whether or not an acquisition changes the network identity of an acquired firm and, if so, how. This study aims to bring new insights to the…

Corporate identity as an enabler and constraint on the pursuit of corporate objectives

Shirley Leitch, Sally Davenport

The purpose of this paper is to examine the relationship between corporate identity, corporate marketing and the pursuit of corporate objectives, particularly those objectives…

Internal branding process: key mechanisms, outcomes and moderating factors

Khanyapuss Punjaisri, Alan Wilson

This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of…

Brand heritage and the renaissance of Cunard

Bradford T. Hudson

Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand…