Purpose: This paper seeks to consider the influence of organisational culture and its relationship to employees' perception of the brand of the organisation they work for. It also aims to clarify where the responsibility lies for setting the organisational culture and whether that role is a...

This paper will explore from consumer cultural perspectives how the Beijing 2008 Olympics facilitated the growth of China as an international brand by focusing on the Beijing Olympics opening ceremony. The study includes interviews with UK and China-based consumers and managers. We argue that,...

Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were particularly disruptive to...

There is growing tension in the law between an employee's right to religious expression in the workplace and an employer's countervailing right to cultivate the corporate image of its choosing. The existing case law provides little meaningful guidance to employers and employees faced with this...

In order to shape the customers' image about a retailer, a retail brand or a retail format, the retail company may appeal, in addition to the marketing tools, to the corporate culture (the company's own perspective) and the company's reputation (how the company is perceived by the public)....

Here, the authors examine the issue of ethical corporate identity to competitively position brands, and this serves as a vital platform for corporations to critically think on ways in which they can cause or affect corporate socially responsible activities tying in or matching with the values of...

From the point of view of the purpose of this paper its introduction should draw attention to the most commonly recognized aspect of contemporaneity (also referred to as postmodernism or late modernity) in economics, namely the process of globalisation [Kostera 1996, pp. 22-25] for it is...

In der Marketingforschung und -praxis wird zunehmend die Bedeutung der Mitarbeitenden für den Markenerfolg erkannt. Der vorliegende Beitrag greift diese Thematik auf und schlägt für Unternehmen die Institutionalisierung eines Interne Markenbarometers vor, mit dessen Hilfe es möglich ist, den...