Coming to America: Can Nordic brand values engage American stakeholders?

Rubin, James; Schultz, Majken; Hatch, Mary Jo

doi:10.1057/bm.2008.17

Cited by 15 publications

(6 citation statements)

References 6 publications

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“…In fact, corporate re-branding requires a meticulous re-alignment of each marketing mix element (Merrilees and Miller, 2008). Another aspect of interest is the wide application of the VCI Model and the ACID Test (Kaufmann et al, 2012;Rubin et al, 2008;Stuart, 2011;Trueman et al, 2004;Van de Ven, 2008). In particular, the ACID Test was used to verify the existence of a virtuous and sustainable corporate brand (Stuart, 2011;Van de Ven, 2008) and to analyse the city of Bradford as a corporate brand (Trueman et al, 2004).…”

Section: The Theory Of Corporate Brand Alignmentmentioning

confidence: 99%

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

Mingione

2015

Journal of Product &Amp; Brand Management

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Purpose – The purpose of the study is to inquire into and to provide an integrated framework of academics’ and practitioners’ conversations on corporate brand alignment. Design/methodology/approach – A systematic literature review (with no time restrictions) was used to identify relevant journal publications from the years 2000 to 2013. Based on the retrieved articles, the Hegelian dialectic triad of “thesis, antithesis and synthesis” was used to inquire into conventional thinking on corporate brand management (i.e. through corporate brand alignment). Findings – The final sample of 59 articles brought to light a theory of corporate brand alignment, its recent contradictions and critiques and scholars’ attempts to unify them into an integrated framework. Three main perspectives emerged, suggesting that corporate brand could be managed through aligned (i.e. thesis), separated (i.e. antithesis) or mixed approaches (i.e. synthesis). Research limitations/implications – This research considers only English peer-reviewed journal articles retrieved from the EBSCO and WOS databases. Originality/value – This work proposes a contingency approach to corporate brand management, suggesting that there is no single best way of managing a corporate brand: aligned, separated and mixed approaches can be equally successful. Despite the choice of model (which arises from the analysis of the corporate brand meanings, stakeholders and contexts), three transversal corporate brand management imperatives emerged: the delivery of the corporate brand promise, the co-construction of corporate brand meanings and the recognition of the dynamic nature of corporate brands.

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Section: The Theory Of Corporate Brand Alignmentmentioning

confidence: 99%

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

Mingione

2015

Journal of Product &Amp; Brand Management

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“…This development has also infl uenced the demand for an ethical dimension in brand value. Rubin et al (2008) argue that consumers in North America are moving towards Nordic brand values. This article reveals Nordic brand values concerning the natural environment, the causes of assumed climate change, and corporate codes of ethics, and by extension, proposes ground for a conceptual foundation of Conscientious Corporate Brands (CCBs).…”

Section: Introductionmentioning

confidence: 99%

Towards a conceptual foundation of ‘Conscientious Corporate Brands’

et al. 2011

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is an associate professor at Oslo School of Management, Norway. He holds a Dr Oecon (PhD) at Norwegian School of Management BI. He has a background as an entrepreneur and from management and board positions within telecommunication industry. His research agenda consists of various subjects within inter-fi rm relationships, such as: governance of foreign collaborative partners, co-ordination and cooperation, relationship management, relationship quality and relationship climate. Anders Billstr ö mis a doctoral student at Halmstad University, Sweden. His research interest include business-to-business relationships. ABSTRACT This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article ' s aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of ' the conscientious dimension ' of a corporate brand. The empirical context is based onNordic business-to-business relationships.

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“…Moreover, both Chrysler Crossfire and Volvo are considered as luxury brands with higher perception within hedonic dimension. For example, Mazali and Rodrigues-Neto (2007) categorized Chrysler Crossfire as premier sporty luxury/ sports model and Rubin et al (2008) indicate that Volvo has evolved from eccentric 'practical' car brand to luxury brand and categorized Volvo as positioned more towards hedonic dimension. Hence this study categorized Chrysler Crossfire and Volvo as hedonic brand.…”

Section: Justification Behind Choosing the Utilitarian And Hedonic Brmentioning

confidence: 99%

Consumer devotion to a different height

Hassan

Casaló

2016

Internet Research

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Consumer devotion to a different height: how consumers are defending the brand within Facebook brand communities Mahmud Hassan Luis V. Casaló Ariño Article information: To cite this document: Mahmud Hassan Luis V. Casaló Ariño , (2016),"Consumer devotion to a different height: how consumers are defending the brand within Facebook brand communities", Internet Research, Vol. 26 Iss 4 pp. -Permanent link to this document: http://dx.Access to this document was granted through an Emerald subscription provided by emerald-srm:573577 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Coming to America: Can Nordic brand values engage American stakeholders?

Cited by 15 publications

References 6 publications

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

Towards a conceptual foundation of ‘Conscientious Corporate Brands’

Consumer devotion to a different height

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