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Heterotopian selfies: how social media destabilizes brand assemblages

Rokka, Joonas; Canniford, Robin - In: European Journal of Marketing 50 (2016) 9/10, pp. 1789-1813

Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as...

Persistent link: https://www.econbiz.de/10014724160

Untangling the brand name from the branded entity

Round, Griff; Roper, Stuart - In: European Journal of Marketing 49 (2015) 11/12, pp. 1941-1960

paper advances branding theory through clarification of the relationship between the brand name element and the brand entity …

Persistent link: https://www.econbiz.de/10014724240

Future developments in IMC: why e-mail with video trumps text-only e-mails for brands

Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihyun - In: European Journal of Marketing 51 (2017) 3, pp. 627-645

-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the …

Persistent link: https://www.econbiz.de/10014724244

Authenticity in branding – exploring antecedents and consequences of brand authenticity

Fritz, Kristine; Schoenmueller, Verena; Bruhn, Manfred - In: European Journal of Marketing 51 (2017) 2, pp. 324-348

Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on...

Persistent link: https://www.econbiz.de/10014724339

Antecedents and consequences of self-congruity

Roy, Rajat; Rabbanee, Fazlul K. - In: European Journal of Marketing 49 (2015) 3/4, pp. 444-466

luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self …

Persistent link: https://www.econbiz.de/10014724590

Tweeting to a job: HCL’s recruitment campaign on Twitter

Kumar, Vivek; Srivastava, Arpita - In: Human Resource Management International Digest 24 (2016) 5, pp. 4-6

Purpose This paper aims to describe an innovative recruitment campaign at HCL Technologies, India’s fourth largest information technology company. This campaign received media coverage in 60 national and international news outlets. Design/methodology/approach Using case study methodology, this...

Persistent link: https://www.econbiz.de/10014754495

Corporate social responsibility to build strong Brazilian bank brand

Roberto Scharf, Edson; Fernandes, Josiane; Diego … - In: International Journal of Bank Marketing 30 (2012) 6, pp. 436-451

Purpose – The purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition...

Persistent link: https://www.econbiz.de/10014760052

The advertising of corporate social responsibility in a Brazilian bank

Roberto Scharf, Edson; Fernandes, Josiane - In: International Journal of Bank Marketing 31 (2013) 1, pp. 24-37

Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil....

Persistent link: https://www.econbiz.de/10014760061

The six conventions of corporate branding

Knox, Simon; Bickerton, David - In: European Journal of Marketing 37 (2003) 7/8, pp. 998-1016

This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of...

Persistent link: https://www.econbiz.de/10014722101

Bringing the corporation into corporate branding

Jo Hatch, Mary; Schultz, Majken - In: European Journal of Marketing 37 (2003) 7/8, pp. 1041-1064

This paper describes corporate branding as an organisational tool whose successful application depends on attending to … vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross …‐functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding. …

Persistent link: https://www.econbiz.de/10014722103