Managerial corporate brand orientation: explication, significance, and antecedents

John M. T. Balmer ()
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John M. T. Balmer: Brunel University London

Journal of Brand Management, 2022, vol. 29, issue 1, No 1, 12 pages

Abstract: Abstract The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a strong, and authentic, organisational-wide corporate brand orientation. Because of critically important bilateral, and synergistic, corporate brand/corporate identity relationships, managerial corporate brand orientation requires a dual corporate brand/corporate identity managerial identification. It enunciates the importance of social identity theory to managerial identification. It articulates a basic three-stage process underpinning managerial corporate brand orientation which entails: managerial comprehension of the corporate brand/corporate identity; managerial perceptions of the corporate brand/corporate identity; and managerial identifications with the corporate brand/corporate identity. Given the ongoing custodial and leadership roles of managers in nurturing a corporate brand-based organisational philosophy and culture, the article deliberates on the importance of recruitment, induction, training, acculturation, appraisal/ promotion, in fostering managerial corporate brand orientation.

Keywords: Brand orientation; Corporate brand orientation; Corporate brand identification; Social identity theory; Corporate identity; Corporate brand image; Managerial corporate brand orientation (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41262-021-00265-3

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