Purpose – This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. Design/methodology/approach – Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected...

Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must...

This paper identifies benchmarks in relation to brand management practices in the creative industry. Based on the findings of three case studies we propose an empirical framework explaining the interrelationships among five employee management practices, individual/team creativity and corporate...

Purpose – While the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the...

Purpose – The aim of this paper is to examine the influence of corporate image on shaping the image of its country of origin (hereafter country image). Design/methodology/approach – The authors develop a conceptual framework and a series of propositions, grounded on previous studies on...

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which...