Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising)...

Purpose – The purpose of this paper is to explore the experiences of visitors using the strategic experiential modules (SEMs). Design/methodology/approach – In this study, the authors analysed a total of 37 essays written by University of Malaya students who visited the attraction on 23...

Purpose – This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and...