EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and …-book was to provide a platform whereby integrative approaches in corporate marketing research and scholarship can be … highlighted. The majority of articles in this e-book focus on important concepts of corporate marketing and encompass corporate …

identification and demonstrates the importance of branding in retailing contexts. The franchisee's continuation as part of the …

production and consumption practices in the film industry with theoretical perspectives from marketing, branding, consumer … implications for marketing and branding scholars are highlighting the need to view brands within their wider brandscapes in order … understanding the granularity of the brandscape, marketing and branding practitioners can have a greater understanding of consumer …

Purpose – In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This …/methodology/approach – Using archival data and biographies, this paper explores the branding acumen of Pablo Picasso. Findings – Picasso maneuvered …/value – This research extends prior work by demonstrating that having an implicit understanding of the precepts of branding is not …

Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand … importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify … adequate marketing tools to achieve this goal, also in other industries besides the one investigated here. Originality …

on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling …