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Corporate Branding

Corporate Branding

This ebook celebrates the formal introduction of the corporate brand notion in the early/mid 1990s (Balmer, 1995, 1998; Ind, 1998;) – whilst also noting the work of King (1991) who presaged developments in the territory- and it is fitting the Journal of Product and Brand Management, as a prominent journal in the field, should give its imprimatur to this special edition.


Consumers’ identification with corporate brands: brand prestige, anthropomorphism and engagement in social media,Corporate branding and rebranding: an institutional logics perspective,Corporate brands as brand allies,Corporate Brands: Ignored, accepted and celebrated,CSR and corporate branding effect on brand loyalty: a study on Indian banking industry,Internal corporate branding impact on employees’ brand supporting behaviour ,Managing across a corporate and product brand portfolio: Evidence from a large South African service organisation,The roles of business partners in corporate brand image co-creation

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