… The paper integrates British and US perspectives on the area and draws on Balmer's work
vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the …

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 …

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 …

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 …

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 …

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

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 ‘…

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 …

… Professor Greyser’s intellectual interests and his participation in both the ACID Test’s …
Greyser for his long-time collaboration and friendship and his role as a special advisor for the …

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-…