Purpose – The authors seek to show the extent and nature of qualitative research in international marketing in IMR ( International Marketing Review ) and then aim to understand and explain developments in this area. They explore the global coverage of extant qualitative work in IMR and reflect...

Purpose – Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example, senior managers' angle can be different from those of employees or customers. The present study aims to explore the dimensions of managerial perceptions of CI....

Purpose – This paper aims to investigate the process of internal brand management that makes employees identify with the corporate brand and produce positive attitudes and behaviors, thus contributing to customer satisfaction. Three constructs, brand‐centered HRM, brand psychological...

Purpose – This paper aims to test one of the symbolic influences of the employee on brand associations and by doing so demonstrate why the stereotyping of employees should be added to the research agenda for corporate branding. Design/methodology/approach – The research is a quantitative...

Purpose – Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to invest in developing strong and effective business‐to‐business...

Purpose – The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos. Design/methodology/approach – When consumers encounter a brand logo without actually experiencing the company's offerings,...

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...

Pressures have increased for both profit and non‐profit organisations to become “innovative organisations”. This study has revealed the grounded theory of perpetual challenging as a process for enhancing organisational creativity. Perpetual challenging refers to the ways through which...

In today’s competitive business environment, global competition forces companies to perpetually seek ways of improving their products/services. Organisations increasingly aspire to become more creative and capitalise on the benefits of creativity, and perceive the development of conditions...