without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand …Purpose – The purpose of this paper is to understand how companies can leverage brand image through brand extensions … breadth and extension‐brand fit. Design/methodology/approach – Data were obtained from 599 individuals who took part in an …

of the total engagement model is the synergy through total brand strategy alignment throughout the company: the whole … interest to managers who seek to integrate a comprehensive, actionable brand management model throughout the company in order …

Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding … framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal … – Intraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants …

/methodology/approach – The paper uses an empirical study to test a series of hypotheses concerning the impact of customers' commitment to a brand … on their behaviors toward that brand. It then contrasts these behavioral changes with the assumptions of ethical … frameworks. Findings – Customers' behaviors toward a brand change as they become committed to the brand. They shop less, consider …

performance and financial‐based brand equity. This paper proposes that social performance leads to enhanced brand equity and …, conversely, brand equity positively influences social performance. Firm size is hypothesized to play a moderating role in the … on brand equity, but brand equity only impacts future social performance among very large firms. The positive effect of …

the corporate brand. However, few studies have attempted to provide a platform by which the two concepts could be … synergised to achieve a strong, consistent corporate brand. This paper therefore seeks to explore and demonstrate how the three … literature highlights the importance of employer branding and internal branding, and its potential to support the corporate brand …