Purpose Corporate reputation is one of the key intangible assets of a company and is commonly influenced by negative posts on social media, such as customer complaints. Up to date, no known research investigates the pre- and post-social media crisis corporate social responsibility (CSR)...

Purpose – The purpose of this paper was to assess how adolescents' favorite apparel brand was related to congruency between brand image and three components of self concept (actual, ideal, ideal social). Predictors of the brand‐self concept congruency relationships were also examined....

Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms...

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and...

Purpose This paper aims to examine the strategic importance of perceived internal branding in building symbolic and behavioral relationships with a corporate in the service sector. Research on internal branding has been confined only to how internal staff understand brand values. Despite the...

Purpose – The purpose of this paper is to propose a model explaining the roles of right-hand person and the factors contributing to the successful relationship between the top executive and the right-hand person. Design/methodology/approach – In-depth qualitative case studies are conducted....

This research develops a model to predict the effect of advertising a socially responsible activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It examines the relationships between company-cause congruence, corporate credibility, altruism...

This paper draws from follower centric perspective and implicit leadership theories to explore factors that predict higher congruence between real and ideal leader in followers' view. It also examines the impact of sociodemographic and organizational characteristics to the prediction of...