Corporate brands: what are they? What of them?

By J. Balmer, E. Gray. 2003

943 citations recorded by the source corpus.

Subfields: Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/405f4bba2866c4fdaadbb993c33f5807a533c335

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Organizational Behavior and Human Resource Management

In Strategy and Management

Citations in the corpus

Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors (2016, background): “Corporate brands play a pivotal role in defining employees’ interpretation of who they are or wish to be (Balmer and Gray, 2003).”
Prospective Students' Perceptions of University Brands: An Empirical Study (2009, methodology): “The term “brand covenant” was employed by Balmer and Gray (2003 ) to reflect this idea that a (corporate) brand involves a collection of promises concerning the brand's physical and emotional benefits to buyers.”
Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? (2014, background): “…of how corporate brand image could be perceived in this sector, they represent only a single attitude component of the corporate brand image such as cognitive or functional attributes (Balmer & Gray, 2003) and thus can only partially explain the impact of the corporate brand (Anisimova, 2007).”
Stakeholder relationships, brand equity, firm performance: A resource-based perspective (2016, background): “A stakeholder approach is in line with corporate branding literature, which highlights the role of the corporate brand in creating sustainable relationships between a company and multiple stakeholders (Balmer & Gray, 2003; Schwaiger & Sarstedt, 2011).”
Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty (2012, background): “The literature on corporate branding has paid special attention to the perceptions that multiple stakeholders have about a given company and about the corporate brand reputation (e.g., Balmer 1995; Balmer and Gray 2003).”
Toward a 'masstige' theory and strategy for marketing (2018, background): “…of masstige marketing and following the theoretical link between brand origin, country brand equity, brand preferences and perceived brand value established by researchers (Balmer and Gray, 2003; Roth et al., 2008; Zhou et al., 2010; Pappu and Quester, 2010; Paul, 2015b), we hypothesise as follows.”
Will They Stay or Will They Go? Exploring a Customer-Oriented Approach To Employee Retention (2011, background): “Borrowing again from the marketing context where it originated, brand equity denotes an intangible experience to consumers ( Balmer and Gray 2003 ).”
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, background): “In the past two decades, ever since Balmer (1995) has accentuated the importance of strategic management of corporate brands and their identity, the vital role of corporate brands as organisations’ valuable strategic resources and assets has been demonstrated (Brown and Dacin, 1997; Ind, 1997; Gray ”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “5 Brand trust, brand loyalty ,and branding co-creation Recently, brand management has shifted from product differentiation (Aaker, 1996) to new viewpoints, which incorporate “service brands” (Berry, 2000) and “corporate brands” (Balmer and Gray, 2003).”