Corporate Advertising in America: A Review of Published Studies on Use, Measurement, and Effectiveness

The role of corporate image in business-to-business export ventures: A resource-based approach

“…While in the not too distant past corporate branding was of peripheral concern to top management, nowadays being seen as a corporate "good guy" has become a critical strategic task (Brown & Dacin, 1997;Fombrun, 1996). An increasing number of organizations devote considerable financial resources every year to corporate advertising, corporate philanthropy, sponsorships, causerelated marketing, and public image studies in an attempt to favorably influence corporate associations and burnish their corporate image (e.g., Biehal & Sheinin, 1998;Dowling, 2001;Schumann et al, 1991).…”

“…Thus, export management needs to engage in explicit image-building activities (e.g., advertising, sponsorships, and promotional efforts) to develop the belief that the corporate image of the firm is positively perceived by foreign customers (cf. Fombrun, 1996;Schumann, Hathcote, & West, 1991). Availability of ample funds devoted to the export venture can allow for the financing of those activities.…”

Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising

“…Such studies would respond to the call by Javalgi et al (1994) for general research into factors that affect how consumers perceive organizations and to the suggestion of Schumann, Hathcote, and West (1991) for research addressing the art of establishing, altering and maintaining corporate identity. More specifically, research could show how organizational advocacy of issues affects consumer perceptions of the organization and the advocated issue, and uncover the criteria consumers use to evaluate the sponsoring organization.…”

Building Brand Equity through Corporate Societal Marketing

“…For example, customers may form judgments that transcend more specific brand quality concerns to consider broader issues related to the company or organization that makes the product or provides the service associated with the brand (Brown 1998;Brown and Dacin 1997;Menon and Menon 1997;Schumann, Hathcote, and West 1991). Brand credibility refers to the extent to which the brand as a whole is perceived as credible in terms of three dimensions (Keller and Aaker 1992): expertise (e.g., being competent and innovative and being a market leader), trustworthiness (e.g., being dependable and keeping customer interests in mind), and likability (e.g., being fun, interesting, and worth spending time with).…”