 Aligning Corporate Brand Perceptions: Does it Matter?Tatiana Anisimova and Felix Mavondo Chapter 3 in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 47-65 from Palgrave Macmillan Abstract: Abstract Corporate branding theorists view incongruency between the company and its consumers as undesirable and that it can have detrimental consequences for performance outcomes. However, the proposition of negative performance implications of corporate brand misalignment is yet to be empirically supported. This paper seeks to overcome this limitation through: 1) conceptualization and operationalization of misalignment in terms of the profile deviation; and 2) an empirical test of the performance impact of misalignment. The results of this study generally support the proposition that deviation from the manager-construed profile (referred to as a corporate perspective) has significant and negative implications for customer satisfaction and loyalty, thus raising the strategic importance of the alignment of corporate and consumer perspectives within corporate branding. An organization engaged in corporate branding in the Australian automotive industry was chosen as a unit of analysis. Keywords: Customer Satisfaction; Brand Equity; Corporate Reputation; Corporate Image; Performance Implication (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_4 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.