Corporate brand orientation: Identity, internal images, and corporate identification matters

John M.T. Balmer and Klement Podnar

Journal of Business Research, 2021, vol. 134, issue C, 729-737

Abstract: Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orientated organizations. They also need to be cognizant of these dimensions and regularly appraise them.

Keywords: Corporate brand; Corporate brand identification; Corporate brand orientation; Corporate identity; Corporate image; Social identity theory (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:134:y:2021:i:c:p:729-737

DOI: 10.1016/j.jbusres.2021.06.016

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