Purpose – The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/methodology/approach – The issue of standardisation versus localisation, and the...

Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country. Design/methodology/approach –...

A critical element in the development of a fundamental body of knowledge in corporate identity and corporate visual identity, as well as for improvement in communication practice, is the development of measures of the variables with which communicators work. In this article, the earlier work of...

Purpose – This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins. Design/methodology/approach – Information gathered from the interview with...

Purpose – This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation. Design/methodology/approach – The paper presents a main theoretical background...

Purpose – The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its...

Purpose – The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia. Design/methodology/approach – The paper uses a...

Purpose – The purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant of reputation. Design/methodology/approach – The research was conducted on three groups of...

Purpose – The purpose of this paper is to help answer “To what degree can creative employees be encouraged or motivated to align with a leader's creative vision and what issues may be faced along the way?” The management and communication of vision in relation to the organisational brand...