Corporate branding literature: A research paradigm review

Pillai, Anandan

doi:10.1057/bm.2011.43

Cited by 31 publications

(19 citation statements)

References 52 publications

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“…No matter if considering the companies' perspective of managing a corporate brand or the stakeholder perspective (including employees) on how they perceive or interrelate to the corporate brand, relatively little empirical research has been undertaken overall. To progress research on corporate brand management, we agree that further investigation via empirical studies is deemed necessary (Pillai, 2012). Mukherjee & Balmer (2007) have noted how, given the strategic importance of corporate brand, the theoretical foundations of the territory are underdeveloped.…”

Section: The Relevance and Impact Of Corporate Social Responsibility mentioning

confidence: 99%

“…This also creates the need to better understand how brand value is co-created together with other stakeholders (Brodie et al, 2009;Hatch and Schultz, 2010;Frow and Payne, 2011). In this respect, there is an opportunity to build an integrated brand value co-creation model (BVCC) (Merz et al, 2009) that can be used in different business settings (Wallström et al, 2008;Payne et al, 2009;Pillai, 2012).…”

Section: Introductionmentioning

confidence: 99%

“…This research is qualitative and exploratory in nature (Creswell, 2007), due to the lack of empirical research in this area (Pillai, 2012). The fieldwork consists of 20 in-depth interviews with marketing directors of companies in the fields of fast moving consumer goods (FMCG), business-to-business (B2B), and services -as well as directors of brand consultancies, and a workshop with eight of the previous interviewees.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Advances in Corporate Branding

Balmer¹,

Powell²,

Kernstock³

et al. 2017

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Section: The Relevance and Impact Of Corporate Social Responsibility mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Advances in Corporate Branding

Balmer¹,

Powell²,

Kernstock³

et al. 2017

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“…The discussion of the methods, validity and scope of corporate branding (epistemological knowledge) has not been discussed in the literature (see Pillai, 2012 for a notable exception) However, insofar as there is Poole and Van de Ven (ibid.) identify typical strategies for dealing with these ' inconsistencies ' .…”

Section: Paradox As a Basis For Development Of Corporate Branding Theorymentioning

confidence: 99%

“…The corporate branding literature exposes multiple theoretical underpinnings ( Pillai, 2012 ;Fetscherin and Usunier, 2012 ). Abratt and Kleyn (2012) note that multi-disciplinary approaches often underpin the scholarship of any discipline.…”

Section: Introductionmentioning

confidence: 99%

Revisiting the complexities of corporate branding: Issues, paradoxes, solutions

2013

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Richard Gyrd-Jonesis employed at both Griffi th University and Copenhagen Business School. Most recently, he was the coordinator of the MSc programme in Marketing Communications Management in Copenhagen. His main areas of research are brand management, corporate branding and stakeholder relations. His most recent research focuses on safeguarding brand value and issues around the implementation of branding strategies at a managerial level. He is particularly interested in the interplay between branding, corporate strategy and innovation in a multi-stakeholder perspective.

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Does brand capital improve stock liquidity? Evidence from China

Majeed,

Ullah,

Tariq

et al. 2023

Int. J Fin Econ

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This study investigates how brand capital affects stock market liquidity. We posit that brand capital improves the corporate information environment, enhances competitiveness, and increases firm visibility ultimately resulting in higher stock liquidity. Using a sample of Chinese listed firms, we find a positive relationship between brand capital and stock liquidity. Further analyses show that the effect of brand capital is more pronounced for firms with low media coverage and analyst following. Moreover, the effect of brand capital on stock liquidity is significant for non‐state‐owned enterprises. Our mechanism analyses also confirm that brand capital plays an informational role by effectively mitigating information asymmetry and adverse selection, leading to higher stock liquidity. Our study provides the first evidence of the nexus between brand capital and stock liquidity and extends the literature on the capital market implications of brand capital.

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Corporate branding literature: A research paradigm review

Cited by 31 publications

References 52 publications

Advances in Corporate Branding

Advances in Corporate Branding

Revisiting the complexities of corporate branding: Issues, paradoxes, solutions

Does brand capital improve stock liquidity? Evidence from China

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