Purpose – This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on corporate branding. Design/methodology/approach – The bibliography was compiled using the ISI Web of...

The psychological study of personal reputation has implications for the study of corporate identity and reputation. One set of implications deals with the way organisations are perceived by members of internal and external groups. Another set deals with the relationships between identity and...

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a...

This paper is part of a doctoral study of how direct marketing affects brand commitment in the financial services sector. The research explores how to build consumer‐brand commitment within a UK personal finance context, focusing on retail banking. This paper reviews brand loyalty and brand...

Purpose – The importance of supply chain alignment has been discussed since the birth of supply chain management (SCM). Yet it remains a major challenge for supply chains. This paper aims to systematically review the cross disciplinary literature on supply chain alignment in order to identify,...

Purpose The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda. Design/methodology/approach The paper is based on a thorough review of 69 full-text articles, 12 books and one published...