Purpose: Econet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network's subscribers and the general attitude of...

This paper attempts to make a conceptual analysis of the factors that trigger the development of generic corporate identity in business organizations. This objective is accomplished through a review of literature domicile with the disciplines of management, business studies and corporate...

This document presents a plan to examine how organizational business history influences the development of corporate reputation from historical institutionalism perspective. In order to accomplish this task, this proposal has been delineated into seven sections.The first section introduces the...

One of the important contributions of corporate marketing research lies within the relationship between corporate identity and corporate image. At the centre of this relationship is the social construction process through which corporate actors (at senior management level) express specific...

Over the years, brand-building arguments have focused on process models; that is, brand-building and formation processes developed from historical and cultural foundations of the brand visionaries. They are then translated to the vision statements of corporate brands and the internalization of...

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...

Over the years, employer branding has not enjoyed as much attention in the branding literature. This led the researchers to try to locate a theoretical and conceptual basis of employer branding based on a review of the literature. As such, the literature revealed seven applicable models which...