… of his own, Stephen Greyser offered a tripartite analysis of marketplace relationships between
marketers and consumers, especially with regard to power and influence (Greyser, 1997). …

This paper articulates a concept of ‘heritage brands’, based primarily on field case research
and studies of practice. We define brand heritage as a dimension of a brand's identity found …

Purpose – This paper aims to provide insights into the what, why, and how of recognising
corporate brand crisis through a synthesis of organisational experiences with threats to brand …

This article describes corporate reputation as it pertains to corporate practice. Key areas
treated are worldwide executive opinion on their ability to affect corporate reputation; three …

Companies are extremely good at defining their product brands. Customers, employees, and
other stakeholders know exactly what an iPhone is and means. But organizations are often …

This paper explores monarchies through a corporate branding lens. It is based on extensive
field interviewing of individuals with knowledge and experience in what we (not they) term ‘…

The purpose of this article is to explore corporate brand identity and reputation, with the aim
of integrating them into a single managerial framework. The Nobel Prize serves as an in-…

The authors wish to acknowledge the assistance of Guillaume Soenen, Professor Balmer’s
research assistant in the initial stages of the research reported here. Also we are grateful to …

Ethical corporate marketing—as an organisational-wide philosophy—transcends the
domains of corporate social responsibility, business ethics, stakeholder theory and corporate …

This global study analyzes ambush marketing from the perspective of the sponsor and sport
entity as partners in a business-to-business relationship. While it remains a real threat to the …