Purpose – Despite the increased focus on brands in B2B markets, little research to date has focused on understanding the role brands play in different B2B contexts. To make a contribution in this area, the article aims to investigate whether, why and how corporate brand image plays a role in...

Purpose – The purpose of this paper is to explore and analyze the logics at work when companies decide what corporate features to communicate; which eventually also accounts for their corporate brands' identities. Design/methodology/approach – As a case in point, the paper focuses on the...

Purpose – This paper seeks to explore whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. Design/methodology/approach – A research model with three hypotheses was created and tested through linear...

Purpose – The purpose of this article is to improve our understanding of the nature of social responsibility in actual practices and, specifically, the influence of individuals on these processes. Design/methodology/approach – An abductive approach is applied (Alvesson and Sköldberg 1994),...