Purpose – The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation). Design/methodology/approach – Two studies examine major multi‐national companies as...

Purpose – The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation. Design/methodology/approach – The study brings together four unique industry datasets and uses...