A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance

Hamed M. Shamma and Salah S. Hassan

Chapter 2 in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 23-46 from Palgrave Macmillan

Abstract: Abstract Research on corporate brand equity has not gained much attention from marketing scholars. This chapter aims to fill this gap in the literature by: 1) highlighting the importance of corporate brand equity; 2) proposing a measure for corporate brand equity; and 3) linking corporate brand equity with corporate performance. A conceptual model is presented which integrates the multiple stakeholders’ salient values in corporate brand equity valuation. By linking corporate brand equity components with elements of corporate performance, a framework is developed that sets the pace for a series of testable propositions. The chapter concludes with managerial implications, the challenges presented by the study and an agenda for future research.

Keywords: Stakeholder Group; Corporate Social Performance; Corporate Performance; Brand Equity; Corporate Reputation (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_3

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DOI: 10.1057/9780230583221_3

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