Branding and Brand Management (eBook, PDF)
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This ebook includes 20 of the best papers from well-known contributors in the domain of corporate/place branding and identity. The first paper by Shahzeb Hussain, T.C. Melewar, Constantinos-Vasilios Priporas, and Pantea Foroudi examines the effect of advertising credibility on brand credibility, corporate credibility and corporate image. The next two papers focus on corporate social responsibility and ethics. A paper by Ahmed Suhail Ajina, Sanjit Roy, Bang Nguyen, Arnold Japutra, and Ali Homaid Al-Hajla empirically investigates employees' perceptions of socially responsible financial services ...
This ebook includes 20 of the best papers from well-known contributors in the domain of corporate/place branding and identity. The first paper by Shahzeb Hussain, T.C. Melewar, Constantinos-Vasilios Priporas, and Pantea Foroudi examines the effect of advertising credibility on brand credibility, corporate credibility and corporate image. The next two papers focus on corporate social responsibility and ethics. A paper by Ahmed Suhail Ajina, Sanjit Roy, Bang Nguyen, Arnold Japutra, and Ali Homaid Al-Hajla empirically investigates employees' perceptions of socially responsible financial services brands in Saudi Arabia. The next paper explores the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics. Tjandra, Nathalia, Aroean, Lukman and Prabandari, Yayi identified six main themes, economic contribution of the tobacco industry, harmful nature of tobacco products, tobacco marketing targeting vulnerable groups, covering the danger of smoking, intention and integrity of tobacco marketers and infringement of law and social norms. The next three papers empirically investigate the role of corporate branding in B2B. Sena Ozdemir, Suraksha Gupta, Pantea Foroudi, Len Tiu Wright, and Teck-Yong Eng examine the main constituents of a corporate brand, how does a corporate brand generate tangible and intangible brand value for their business customers, and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? The next paper by Suraksha Gupta focuses on how brand managers can use interactions to motivate business customers and engage them in the creation of customized brand value. The following paper is set in a B2B context and was developed by Suraksha Gupta and Len Tiu Wright. The seventh paper was on the Evaluation of the Impact of Innovation management Capability to Organisational Performance. Elvira Bolat, Julie Robson, KokhoJason Sit, Shannon Birch-Chapman, Samreen Ashraf, Juliet Memery, and Caroline Jackson aim to understand consumers' responses to the trust repair mechanisms adopted by corporate brands in a service sector context following prominent trust damaging organizational transgressions. Robert E. Hinson, Ellis Osabutey, and Frederick O. Asiedu examine how professional football clubs have attained success with internationalisation and branding strategies in foreign markets. Maria Jerez-Jerez and T.C. Melewar develop a comprehensive understanding of the relationship between waiters' professional identity and its antecedents such as: extroversion, education, brand standard, identity interferences, authenticity and stigma. Angela Bargenda critically examines the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards. A paper by Nathalia Tjandra, John Ensor, Maktoba Omar, and John Thomson investigates the applicability of Ritter's (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and customers, and extends the framework by considering how the condition of relationship influences the relationship dynamic. Rezvan Velayati, Alireza Nazarian, and Esmail Shabani investigate major industry trends as well as organizational attributes that affect organizations' capability in designing innovative services. The purpose of the last paper in our ebook was to make theoretical contributions to the identification and comprehension of the 'once-in-a-lifetime purchase' (OILP) phenomenon. The next section of this ebook considers the topic of place branding. Concentrating on branding decisions at a product level, related to a tourist destination, TC Melewar and Heather Skinner explore a range of product brand management decisions affecting tourists' experiences. The second paper in the place branding section adopts a case-based qualitative approach, focusing on the cases of Lagos, Nigeria and Dubai, U.A.E. Sanya Ojo explores the potential reverse effect of the country of origin on city brand. Maria Palazzo, Linda Deigh, Pantea Foroudi, and Alfonso Siano provide evidence of how to boost place branding by leveraging community relations. The work of Juha Halme concentrates on the regional level and discusses common issues that arise in region branding and stakeholder collaboration. Kirill Rozhkov, Konstantin Khomutskii, Robert Romanowski, and Norberto Muniz-Martinez propose avoiding the pitfalls of over-branding as a criterion of successful place branding. The last paper focuses on the branding practices of three cities (Odense, Kolding, Horsens) in Denmark. Marianne Wollf Lundholt, Ole Have Jorgensen, and Bodil Stilling Blichfeldt improve our knowledge of intra-organisational brand resistance by exploring a range of counter-narratives resulting from the political and administrative context.
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