scholarly journals Corporate brand identity measurement - an application to the services sector

2016 ◽  
Vol 20 (2) ◽  
pp. 214
Author(s):  
Teresa Barros ◽  
F. Vitorino Martins ◽  
Hortênsia Gouveia Barandas
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Services Sector ◽  
Corporate Brand Identity

scholarly journals Corporate brand identity co-creation in business-to-business contexts

2020 ◽  
Vol 85 ◽  
pp. 32-43 ◽  
Author(s):  
Oriol Iglesias ◽  
Polina Landgraf ◽  
Nicholas Ind ◽  
Stefan Markovic ◽  
Nikolina Koporcic
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Business To Business

scholarly journals An exploratory Q study of corporate brand identity elements governing corporate brand image formation

2019 ◽  
Vol 18 (3) ◽  
pp. 119-141 ◽  
Author(s):  
C Le Roux ◽  
C Du Plessis
Keyword(s):  
Q Methodology ◽  
Brand Image ◽  
Theoretical Perspective ◽  
Image Formation ◽  
Corporate Identity ◽  
Brand Identity ◽  
Strategic Positioning ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Identity Elements

12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.

scholarly journals CORPORATE BRAND IDENTITY AND SERVICE QUALITY IN HIGHER EDUCATION MANAGEMENT

2019 ◽  
Vol 20 (2) ◽  
pp. 45-59
Author(s):  
Olufunke Patricia Adebayo ◽  
Oladele Joseph Kehinde ◽  
Olaleke Oluseye Ogunnaike ◽  
Oluwatoyin Deborah Adesanya ◽  
Olusegun Peter Olaoye
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Identity ◽  
Higher Education Management ◽  
Corporate Brand ◽  
Education Management ◽  
Corporate Brand Identity ◽  
Quality In Higher Education

Corporate brand identity

2021 ◽  
pp. 169-180
Author(s):  
Maria Teresa Cuomo ◽  
Cinzia Genovino ◽  
Debora Tortora ◽  
Alex Giordano
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity

Corporate brand identity and employee brand citizenship behaviour: A conceptual framework

2019 ◽  
Vol 19 (1) ◽  
pp. 51-84
Author(s):  
Hasan Gilani
Keyword(s):  
Conceptual Framework ◽  
Conceptual Model ◽  
Services Marketing ◽  
Corporate Identity ◽  
Internal Communication ◽  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
The Impact ◽  
Brand Citizenship Behaviour

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

Developing Corporate Brand Identity

2018 ◽  
pp. 29-51
Author(s):  
Kalle Joukanen ◽  
Tette Niinimäki ◽  
Jesper Sundell
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity

Designing a Game Boy

Media in Mind ◽  
2019 ◽  
pp. 149-168
Author(s):  
Daniel Reynolds
Keyword(s):  
Video Game ◽  
Brand Identity ◽  
Corporate Brand ◽  
Physical Relationship ◽  
Marketing Campaign ◽  
Corporate Brand Identity ◽  
History Of ◽  
Game Console

This chapter discusses the development of the Nintendo Game Boy portable video game console. It shows how Nintendo imagined its players’ physical relationship to the console, and how it imagined the bodies of the players who might use the device. It examines the patent history of the Game Boy in making an argument that the console’s designers thought about users’ bodies by articulating technology. The chapter shows how the marketing campaign for the device presented consumers with images of Nintendo’s idealized user for the Game Boy, and how the campaign set the tone for Nintendo’s corporate brand identity going forward, an identity that the chapter argues continues to be rooted in particular ideals of mobility and embodiment.

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