Corporate Brand Research Articles

The Relationship Between Institutional Pedagogy and the Brand Identity Formation of Higher Education Institutions

This study sought to facilitate insight into the potential role of pedagogy in the brand identity formation of higher education institutions (HEIs) through a study of selected HEIs in The Gambia. Specifically, the study sought to address the following research question: What role do pedagogical practices play in building the brand identity of selected universities in The Gambia? The intra-paradigm qualitative mixed method of data collection underpinned the research design. This research design facilitated a preliminary analysis of the contents of institutional documents and social media postings. This process was followed by telephonic and virtually mediated in-depth interviews through which this researcher explored the interactionist interpretations, recollections, experiences, and opinions of 54 participants (students and staff) on the themes of institutional brand management practices, institutional pedagogical practices, institutional brand identity, and the links between pedagogical practices and institutional brand identity. The study used the Corporate Brand Identity Matrix as a supporting analysis framework. The findings show a relationship between pedagogical practices and institutional brand identity formation. The evidence suggests that the selected HEIs use hardly differentiated production-style portfolios of academic courses to pursue largely unengaged students, prospective students, and other stakeholders. Further findings indicate that teaching and learning practice is dominated by academic staff's discretionary use of transmissive pedagogy. This insight emerged against the background of additional evidence, which shows a link between pedagogy policy and practices of HEIs and stakeholder impressions. A synthesis of these findings culminated in the emergence of the pedagogy-based higher education brand identity matrix (P-HEBIM), which this study proposes as a novel framework for the branding of HEIs. The study sets out a practitioner guide on how higher education managers can pursue the institutional brand management priorities of branding strategy development, competitor intelligence, and brand communication using the P-HEBIM as a framework.

Reducing Consumer–Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word‐of‐Mouth (NWOM)

ABSTRACTDrawing upon consumer–brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer–brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR), and negative word‐of‐mouth (NWOM). A preliminary study was conducted to explore the dimensions of consumers' negative past experiences by topic detection. Latent Dirichlet allocation (LDA) topic modeling was undertaken to analyze online consumer reviews (n = 6095) about a coffee chain brand. The dimensions detected in this preliminary study were included in the research model and further analyzed in the main study. The main study, a cross‐sectional consumer survey (n = 522), tested the original research model by way of partial least squares structural equation modeling (PLS‐SEM) on SmartPLS. The findings showed that negative past experiences consisted of product‐related, service‐related, and technology‐related problems and negatively influenced brand trust. It was found that brand trust and perceived CSR negatively affected symbolic and ideological incongruity, while symbolic and ideological incongruity positively influenced NWOM. The findings provide empirical evidence for balance theory by showing that the three critical domains of consumer–brand relationships (ideological, symbolic, and experiential) provide a complex cognitive model that covers personal‐symbolic and moral‐societal aspects of consumer–brand disidentification and consequent NWOM intentions. In line with consumer–brand disidentification theory, the results contribute to the literature by demonstrating the direct negative impacts of brand trust and perceived CSR on symbolic and ideological incongruity, as well as the direct positive impacts of symbolic and ideological incongruity on NWOM.

The Silent Saboteur: The Impact and Management of Malicious Word-Of-Mouth in The Digital Age

In the digital era, the impact of malicious word-of-mouth on individuals and businesses is complex. Malicious online reviews and false information can spread quickly, causing serious damage to personal reputation and corporate branding. This article provides an in-depth analysis of the effects of malicious word-of-mouth on various aspects of the economy and society, and proposes effective strategies for response. Through specific case studies, such as the controversy surrounding the BOY LONDON brand, the public relations crisis of the Wahaha brand, the damage to Jiang Ping's personal image, and the "pink-haired girl" incident, this article illustrates how malicious word-of-mouth can erode consumer decision-making autonomy, pose threats to personal physical and mental health, and tarnish the image of brands and enterprises. To address these challenges, companies and governments must take proactive measures, such as monitoring and responding to negative information on the Internet to maintain a positive image and strengthening Internet regulation to ensure the authenticity and transparency of information and to prevent the spread of false information. At the same time, improving public media literacy helps people identify and resist the influence of malicious word-of-mouth.

Impact of Cause-Related Marketing on Brand Attitude: Systematic Review and Future Research Directions

ABSTRACT Cause-related marketing (CRM) is an effective brand strategy involving partnering with charities or causes. A decade of research indicates CRM influences brand attitude, which is a consumer’s liking for a brand or an item they have purchased. However, the literature on this relationship is ambiguous without giving clear convulsive insights. Hence, this review targets to elucidate the way CRM influence brand attitude. The current study employed the “Preferred Reporting Items for Systematic Reviews and Meta – Analysis” (PRISMA) to identify and select the studies included in the review. Further, the review employed the principles of concept matrix and thematic analysis to synthesize knowledge from the identified articles. In this study, CRM strategies are comprehensively examined in terms of how they build the attitude strength of corporate brands and influence cognitive, affective, and conative dimensions of brand attitude. The study findings reveal how CRM (a) influences, (b) strengthens, and (c) alters the consumer’s attitude regarding the brand. Furthermore, it presents potential research directions and a sequence of research questions along with its implications and limitations.

Theoretical aspects of the intangible assets system in the process of enterprises strategic management: definition, characteristics, classifications

The article studies theoretical aspects of the intangible assets system in the process of enterprises strategic management. In particular, it highlights the points of view of Russian and foreign scientists regarding the definition of the intangible assets concept. The author’s definition of intangible assets as a set of a company’s resources and assets, which do not have a physical form, are used in the process of creating goods (services) for a long period of time (more than a year), are involved in the creation of values that provide a company a competitive advantage in the market and meet the requirements of identifiability (an object separation from other resources), the presence of future profits from their use, and direct or indirect control by a company. The basic criteria of intangible assets are identifiability, control over them, and the presence of future profits from their use. Despite the variety of available approaches in foreign literature to the intangible assets classification, in our opinion, the classification, which includes human, customer, and structural assets (capital), is fundamental. The article concludes that foreign authors shift their research focus from organizational (structural) intangible assets, such as corporate culture, organizational structure, and brand, to consumer and attitudinal (customer) ones, such as the level of customer satisfaction and loyalty and relationships value. The methodological approaches analysis to intangible assets assessment, the issues of their creation, modeling, and use by companies is a direction for further research.

Influence of Corporate Environmental Responsibility on Dimensions of Brand Equity in the Sustainable Food Industry

The objective of this study is to propose a theoretical model where corporate environmental responsibility (CER) influences brand loyalty (BL), perception of brand quality (PQ), brand awareness (BA), and the comparison brand (BC). A survey was carried out using an online questionnaire, and information was collected from 267. The research focuses on people who stated they were consumers of the sustainable food brand in Lima. To test the hypotheses of the proposed research model, the data were analyzed using the partial least squares path modeling method with SmartPLS software. The results showed a significant positive effect of CER on BL, PQ, BA, and BC. In conclusion, it can be stated that organizations that adopt sustainable practices and promote corporate environmental responsibility (CER) not only contribute to caring for the environment but can also improve essential aspects such as the equity of their corporate brand. Therefore, organizations must recognize the importance of taking transparent actions to strengthen the perception of their brand equity related to corporate environmental responsibility. This can translate into stronger customer loyalty and a more prominent position for sustainable food products. This study encourages prioritizing environmental responsibility, understanding that beyond contributing to the care of the environment, it also strengthens relevant aspects within the brand identity.

Refugees’ employment: Adapting a structural inequality framework for multinational corporations

Multinational corporations (MNCs), through action or inaction, directly and indirectly shape vertical, horizontal, or internal structural inequalities in labour markets. The refugee employment literature has given scant attention to the role of MNCs, and how these corporations can or do contribute to achieving equality in employment outcomes for diverse social groups such as refugees. In this paper, we explore how MNCs seek to address challenges associated with structural inequalities to achieve greater equality in employment outcomes for refugees. To do so, we draw on the refugee employment literature, industry evidence, and business reports. Our findings reveal that MNCs require global and national-level responses to address structural inequalities associated with vertical, horizontal, or internal inequalities. We synthesise these inequalities into a conceptual framework and illustrate the need for MNCs to balance standardisation vs localisation strategies in human resource and diversity management, sourcing and supply chain management, corporate social responsibility, marketing and branding, and external engagement. Such MNC strategies contribute to refugees’ ability to navigate structural factors that create employment inequalities.

Corporate Social Responsibility and Brand Image Construction: Case Analysis and Strategy Suggestions

CSR is not only a gesture of the enterprise, but also a embodiment of its internal values and business philosophy. It covers environmental protection, labor rights and interests, social welfare and other aspects, requiring enterprises to actively assume social responsibilities while pursuing economic benefits. The brand image is the comprehensive impression of enterprises in the eyes of consumers, and it is an important part of the intangible assets of enterprises. A good brand image can significantly enhance the market competitiveness of enterprises and attract more loyal customers.CSR is the key to measure the comprehensive strength of an enterprise, which is not only related to the bottom line of corporate ethics, but also profoundly affects the brand image and market competitiveness. Through detailed case study, this paper reveals the subtle connection between CSR and brand image, and puts forward the strategy of brand image construction based on CSR, to provide strong support for enterprise practice.

The Relationship between Quality Control and Corporate Brand Strategy in Operations Management

In today's competitive business environment, quality control and brand strategy are critical factors for corporate success. This paper aims to explore the close relationship between quality control and corporate brand strategy in operational management. Initially, the paper defines quality control and brand strategy and analyzes their importance in modern corporate operations. Subsequently, it elaborates on the role of quality control in enhancing product and service quality, as well as customer satisfaction, and the central position of brand strategy in shaping corporate image, accumulating brand equity, and competing in the market. Through case analysis, the paper reveals how quality control supports the implementation of brand strategy and how brand strategy influences the decision-making and execution of quality control. Finally, the paper discusses the challenges faced by companies in implementing quality control and brand strategy and proposes corresponding countermeasures. The findings of this study emphasize the importance of the synergistic development of quality control and brand strategy and provide guidance and recommendations for corporate practice.

Dual career in the workplace: co-creation of a conceptual framework by employers and employee-sportspersons incorporating corporate social responsibility and brand alignment.

The purpose of this study was to provide an evidence base and conceptual framework to inform new guidelines for achieving a balance between sports and employment commitments (i.e., dual career, DC) of the employee-sportspersons. To shape a DC discourse in the workplace, the distinct and combined views of the employee-sportspersons (i.e., the Employee), the managers (i.e., the Employer) were considered. Following a concept mapping methodology, 257 international participants (25% employers and 75% employee-sportspersons) sorted and rated 50 potential statements associated with DC circumstances and supports in the workplace. Six distinct clusters emerged, with the combined employers-employee co-creation scenario assigning 6 statements to the micro dimension (Cluster 1 = Workplace Benefits), 4 statements to the meso dimension (Cluster 2 = Role of National Sports Governing Bodies), 19 statements to the macro dimension (Cluster 3 = Dual Career Policy Development), 4 and 5 statements to the organizational dimensions (Cluster 4 = Employee-Employer Collaboration and Responsibility; Cluster 5 = Sport Career Integration), and 12 statements to the policy (Cluster 6 = Workplace Strategies for Dual Career Support) dimension. With respect to the employers, the employee-sportspersons showed higher scores (p < 0.05) for importance of clusters 2, 4, and 6, and for feasibility of clusters 2 and 6. These findings suggest priorities for changes within the DC dimensions identified, and envisage flexible models for aligning corporate brand values and corporate social responsibility strategies through meaningful and proactive DC support of the employee-sportspersons in the workplace. The findings provide a rigorously derived evidence base to inform the formulation of new DC workplace guidelines.

City Branding to Solve Social Problems? – The Eigendynamik of management concepts

It is well know that management concepts tend to spread from corporate to public organizations. Branding is an example of such a concept, with suggestions that it can address not only economic but also social issues, often referred to as “inclusive branding.” This ethnographic study explores how branding is received and spreads in a Swedish city, and analyzes efforts to use branding to tackle inequality and segregation. Our findings reveal that the initial focus on social problems was glossed over in favor of following corporate branding ideals, but also that city communicators expressed critique, confusion, and doubt regarding the relevance of branding to their work. Surprisingly, this did not slow down but rather energized the branding process. Through an interactionist analysis, we suggest that rather than addressing social problems, branding in cities may give rise to an Eigendynamik, signifying a self-energizing inner dynamic fueled by a tension between “frames,” specifically between the branding frame and the civic frame of the city. This theorization lays the groundwork for contributions to the understanding of inclusive branding: it can start with good intentions to address civic issues but may get swept up in corporate branding concepts and activities that are ill equipped to deal with social issues. More generally, complementing established notions of translation and colonization, our study provides a novel understanding of how management concepts migrate from corporate to public organizations through what we call frame-induced Eigendynamik. Overall, we contribute by shedding light on the role of self-energizing processes as reasons why organizational members engage with management concepts even when they struggle to see their relevance to their work.

Corporate Social Responsibility and Society 5.0: Assessing Consumer Awareness, Loyalty, and Trust toward Socially Responsible Organizations

Corporate social responsibility (CSR) and Society 5.0 (s5.0) are transformative models that both seek a human-centric approach by integrating certain capabilities for the betterment of stakeholders. This study investigates the nexus among CSR, brand awareness, customer trust (CrT), the s5.0 model, and customer loyalty (CrL) from the perspective of a developing nation, China. Structural equation modeling using partial least squares was applied to a sample size of eight hundred and ninety-three (N = 893). First, the study confirmed a positive relationship between CSR, brand awareness, and customer loyalty. Second, the study revealed a positive linkage through the mediation of customer trust. Finally, a moderating effect of the s5.0 model was found at the nexus of CSR, brand awareness, and brand loyalty. This study provides several insights into corporate social responsibility, brand awareness, and brand loyalty with additional facts on how customer trust and Society 5.0 may play important roles in engaging stakeholders such as customers in the present era. Therefore, managers should prioritize CSR along with Society 5.0 practices that can help to win over customers and elicit their loyalty and trust toward organizations.

Analysis of the Influence of Online Public Opinion on Corporate Brand Value: An Efficient Way to Avoid Unexpected Shocks from the Internet

Nowadays, online public opinions (OPOs) significantly impact corporate brand value (CBV). To prevent corporate brand crises caused mainly by OPOs, it is essential to detect anomalies in OPOs related to corporate reputation in a timely manner. This study explores how dramatic changes in OPOs affect market capital value (MCV), the primary indicator of CBV, and aims to construct a CBV early warning evaluation model. First, a set of OPO indicators dedicated to CBV are selected based on correlation analysis between various popular OPO and CBV indicators collected through a literature review. The method of Criteria Importance Through Intercriteria Correlation (CRITIC) is then employed to determine the indicator weights using data collected from popular social media platforms. Finally, the vector auto-regression (VAR) model is applied to validate the effectiveness of the proposed evaluation model. A case study involving several Chinese enterprises shows that abnormal changes in their MCVs consistently follow abnormal fluctuations observed in their OPOs, with a significant delay. This finding enables managers to promptly detect potential crises from the internet and take actions to avoid unexpected shocks.

The Influence of Corporate Branding on Students' University Choice in Kenya

This article presents an exploratory study investigating the influence of corporate branding on the university choice of postgraduate students in selected universities in Kenya. The purpose of the research was to understand how internal, external, and service mix branding strategies shape students' perceptions and decisions. This study was significant as it sought to offer insights into the critical role of branding in the competitive higher education sector in Kenya. The study analyzed various branding strategies employed by universities, focusing on their effectiveness in shaping students’ perceptions of academic excellence, reputation, facilities, and overall value proposition. Data was collected through surveys with postgraduate students, providing a comprehensive view of the branding landscape. The findings highlighted that effective corporate branding significantly enhances the perceived academic strengths and unique programs of universities. The correlation between strong branding and perceptions of prestige was largely positive, as it required careful management to ensure that the emphasis on branding complements and enhances the actual quality and inclusiveness of the education provided. The promotion of state-of-the-art facilities and comprehensive branding that communicated the overall value and benefits of attending the university, including career prospects and alumni success, positively impacted students' choices. The study concluded that corporate branding substantially influences students' university choices in Kenya. It recommends that universities invest in robust and consistent branding strategies that clearly communicate their strengths and unique offerings. The study recommends that universities use both traditional and digital media to enhance their brand presence and engage with prospective students. It suggests that universities continuously assess and adapt their branding strategies to stay competitive in the dynamic educational environment in Kenya.

Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image

This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion "Promotion of customer awareness" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.

The Relationship Between Corporate Social Responsibility, Brand Image, and Customer Loyalty: A Case Study of Le Minerale Consumers

The Relationship Between Corporate Social Responsibility, Brand Image, and Customer Loyalty: A Case Study of Le Minerale Consumers

Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling

ABSTRACT The purpose of the paper is to understand the process of content co-creation between b2b (Business-to-Business) businesses and suppliers through storytelling techniques to strengthen the organization’s brand identity. To achieve the purpose of the research, the paper integrated stages of storytelling with sensemaking theory by using the corporate brand identity matrix. Employing a Market-Oriented Ethnography (MOE) approach, guided by the Gioia methodology, the study analyzes real-time interactions and narratives at business sites, offering a nuanced grasp of the co-creation process. The study uncovers that co-creation among b2b businesses and suppliers yields a unified brand narrative, enhancing brand identity through authentic, emotionally resonant stories. The study proposes a framework for the role of suppliers and b2b businesses at various stages of brand storytelling to strengthen brand identity. The study found that the suppliers inject authenticity and relevance to the outside-in approach of corporate brand identity. Whereas, by enabling suppliers to participate in the co-creation process, the business creates a lasting impression of the brand, taking an inside-out approach to creating a distinct brand identity.

Drivers of green brand loyalty: Stakeholder engagement through corporate social responsibility and brand experience

AbstractThis study aims to determine the drivers related to corporate social responsibility (CSR) and green brand experience that drive green brand loyalty (GBL), ranking the relative importance of these drivers while providing additional explanations for the ranking results. Data were collected from individuals with at least 5 years of experience consuming green agricultural products in Vietnam. The Delphi method and analytic hierarchy process (AHP) were employed in combination to address the research objectives. The research results indicated that both CSR and green brand experience can promote stakeholder engagement and enhance GBL, with components of green brand experience being evaluated as more crucial. The drivers within green brand experience and CSR were ranked in importance. The study makes significant scientific and practical contributions by combining qualitative and quantitative methods in this field, integrating components of CSR and green brand experience within an analytical framework to compare their importance in fostering GBL.

Effect of Corporate Branding on Brand Loyalty with Emotional Attachment as an Intervening Variable among Millennial Consumers at the MS Glow Clinic Medan

This research aims to analyze effect of corporate branding on brand loyalty with emotional attachment as an intervening variable among millennial consumers at the MS Glow Clinic Medan. This type of research is associative research with a quantitative analysis approach. The population in this study were Millennial MS Glow Clinic Medan consumers who had undergone treatment and made purchases more than twice. Sample size is the number of samples that will be taken from a population. The sampling technique is non-probability sampling with accidental sampling technique. The number of respondents who will be used as samples in this research is 184 respondents who are consumers of the Medan MS Glow Clinic who were selected according to the criteria. The analytical method used to test the significance test is structural equation modeling with a partial least squares approach. Based on the research results show that corporate associations has a positive and significant effect on emotional attachment. Corporate activities has a positive and significant effect on emotional attachment. Corporate values has a positive and significant effect on emotional attachment. Corporate personalities has a positive and significant effect on emotional attachment. Corporate associations has a positive and significant effect on brand loyalty. Corporate activities has a positive and insignificant effect on brand loyalty. Corporate values has a positive and insignificant effect on brand loyalty. Corporate personalities has a positive and significant effect on brand loyalty. Emotional attachment has a positive and significant effect on brand loyalty. Corporate associations has a positive and significant effect on brand loyalty through emotional attachment. Corporate activities has a positive and significant effect on brand loyalty through emotional attachment. Corporate values has a positive and significant effect on brand loyalty through emotional attachment. Corporate personalities has a positive and significant effect on brand loyalty through emotional attachment

Evaluating the Role of Integrated Communication in Enhancing Brand Awareness, Trust, Satisfaction, and Repurchase Intentions in Indonesia's Frozen Food Industry

This study aims to fill the research gap by exploring the impact of integrated communication strategies on consumer behavior in the frozen food industry in Indonesia. It focuses on key variables namely Advertising; Public Relations; Customer Online Reviews; Corporate Social Responsibility, Brand Awareness, Customer Satisfaction, Customer Trust and Repurchase Intention. This study uses a quantitative research design with a cross-sectional approach, collecting data at a certain point in time to analyze the relationship between variables. This study targeted consumers of frozen food products in Indonesia, using a convenient sampling technique. A total of 162 respondents were selected based on their availability and accessibility to ensure adequate representation. Data analysis included descriptive statistical techniques to analyze the characteristics of respondents and the means of variables. Regression analysis was used to test the relationship between independent and dependent variables. Validity and reliability tests were also conducted to ensure the accuracy of the research instrument. The research reveals several important findings regarding the impact of integrated communications on brand awareness, consumer trust, satisfaction, and repurchase intention in Indonesia's frozen food industry. Effective advertising significantly enhances brand recognition by making the brand more memorable through attractive and informative ads, which in turn increases the intention to repurchase. However, it has minimal impact on customer satisfaction and trust, which are more influenced by product quality and direct experiences. Social activities from public relations, while less effective for brand recognition and satisfaction, significantly boost customer trust by demonstrating the company's commitment to social responsibility, leading to a positive impression and increased repurchase intention. Logical and informative online reviews contribute to brand awareness and trust, but customer satisfaction relies more on personal product experiences than on reviews. Furthermore, tangible CSR activities, such as supporting communities and reducing environmental impacts, not only enhance brand awareness and satisfaction but also strengthen customer trust, leading to a higher likelihood of repurchasing.