Table of contents - Special Issue: Corporate and organisational marketing
Guest Editors: Dr Shaun Powell, Professor John M.T. Balmer, Professor T.C. Melewar
CSR expectations: the focus of corporate marketing
Klement Podnar, Urša GolobThe purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially…
Understanding the pitfalls in the corporate rebranding process
Manto Gotsi, Constantine AndriopoulosWhile the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the…
Student corporate brand identification: an exploratory case study
John M.T. Balmer, Mei‐Na LiaoThe purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and…
Relationship outcomes as determinants of reputation
Peggy Simcic BrønnThe purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant…
Managing vision and the brand within the creative industries
Shaun Powell, Chris DoddThe purpose of this paper is to help answer “To what degree can creative employees be encouraged or motivated to align with a leader's creative vision and what issues may be faced…
Understanding the meaning of corporate identity: a conceptual and semiological approach
B. Olutayo Otubanjo, T.C. MelewarThe purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also…
ISSN:
1356-3289e-ISSN:
1758-6046ISSN-L:
1356-3289Online date, start – end:
1996Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Martina Topic-Rutherford