Corporate branding: the marketing perspective

Cees Riel and Guido Berens

Chapter Chapter 7 in The Future of Marketing, 2003, pp 113-124 from Palgrave Macmillan

Abstract: Abstract This chapter discusses the importance of corporate branding within the marketing field, and provides an overview of research on corporate brand associations (people’s perceptions of corporate brands) and the influence that these associations may have on consumer behaviour. It shows that corporate brands and the associations people have with them play an exceptional role in consumers’ judgements and decision-making processes.

Keywords: Corporate Social Responsibility; Social Responsibility; Product Brand; Brand Extension; Corporate Brand (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59985-7_7

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DOI: 10.1057/9780230599857_7

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