Nachhaltigkeitsorientierte Profilierung als erfolgversprechende Option der Führung von Unternehmensmarken

Hermann, Steffen

doi:10.1007/978-3-322-81915-4_1

Cited by 2 publications

(2 citation statements)

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“…As already indicated, corporate strategy, culture and personality are the key drivers of corporate behaviour (Herrmann, 2005). This can be especially significant when dealing with problems as well as with the perceived consistency of service.…”

Section: Proposed Framework Of Corporate Brand Identitymentioning

confidence: 97%

“…For internal stakeholders, corporate identity supports identification and commitment to the company and for external stakeholders’ identification of the company's uniqueness (Bruhn and Homburg, 2004). Corporate identity also plays an important role in the choice of brand architecture determining whether a product brand or a corporate brand architecture is selected (Herrmann, 2005). Brand architecture refers to the brand portfolio, either a “house of brand” strategy (such as P&G), a “branded house” (such as Unilever), or a fully corporate brand (such as Virgin or Sony).…”

Section: Proposed Framework Of Corporate Brand Identitymentioning

confidence: 99%

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An integrative framework of corporate brand equity

Halliburton

Bach

2012

EuroMed Journal of Business

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to propose an integrated conceptual framework showing how corporate brand equity is generated. It builds upon a number of previous studies which have focused upon specific aspects of brand equity and integrates these within a more comprehensive model. Design/methodology/approach -The paper is based upon a review and integration of the corporate branding, consumer psychology and strategy literatures. Findings -The result is the construction of a number of sub-models and an overall proposed framework which integrates internal and external determinants of consumer-based corporate brand equity and combines these within a comprehensive framework. The model encompasses internal, company-determined, variables, a Stimulus-Organism-Response model, the stakeholder cognitive perception process, a number of mediating variables such as corporate performance, industry sector and internationality, and the resulting impact upon corporate reputation and brand equity. Research limitations/implications -From this conceptual paper, further work can be developed for empirical validation. Practical implications -The paper sets out to integrate academic and practitioner work and both internal (company) dimensions with external (consumer/stakeholder) dimensions. Originality/value -The originality of the work is that it is both comprehensive and it puts forward an integrative model which goes beyond previous work which has focused upon specific aspects of corporate brand value. It also analyses the links between the different constructs and the directions of causality and influence. Keywords Corporate branding, Brand identity, Corporate brand equity, Branding Paper type Conceptual paper IntroductionBrands are increasingly recognised as a key asset accounting for over 60 per cent of corporate value. Increasing attention has been focused upon the corporate brand and a number of studies have considered different aspects of how corporate brand equity is created. Some research has treated the internal, company-driven elements, others have focused upon the consumer perception process and others have considered external mediating factors. In this paper we propose an integ...

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Section: Proposed Framework Of Corporate Brand Identitymentioning

confidence: 97%

Section: Proposed Framework Of Corporate Brand Identitymentioning

confidence: 99%