Introduction: Current State and Future Directions for Research on Corporate Brand Management

Balmer, John M.T.; Powell, Shaun M.; Kernstock, Joachim; Brexendorf, Tim Oliver

doi:10.1057/978-1-352-00008-5_1

Cited by 12 publications

(16 citation statements)

References 52 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Indeed, 'the increased traction of internal brand management and the role of the employee has been emphasised by several researches and documented as one of the strong research fields within brand management' (Kernstock and Powell 2018, p. 490), as evidenced by a recent Special Issue within JBM (Piehler et al 2018). As also noted by Balmer et al (2017), discussions about corporate brand 'co-creation' and various stakeholders add a further dimension for consideration.…”

Section: Recent Publication Analysismentioning

confidence: 99%

Trending topics plus future challenges and opportunities in brand management

et al. 2019

Self Cite

View full text Add to dashboard Cite

show abstract

“…Linking CSR with CI is a connotation of social identity with increased stakeholder value and, consequently, banks can gain competitive advantage (He and Balmer, 2007, 2013; Balmer et al , 2017). Porter and Kramer (2011) introduced the concept of shared value, which has gained considerable attention in academic discussion and corporate practices across the world (Freeman and Liedtka, 1991; Strand et al , 2015; Dembek et al , 2016; Hovring and Hovring, 2017).…”

Section: Conclusion Limitation and Future Researchmentioning

confidence: 99%

“…The adoption of the social aspect of corporate identity (CI) brings a substantial value in the domain of corporate branding and communication globally (Bhattacharya et al , 2009; Balmer, 2008, 2012; He and Balmer, 2007, 2013; Balmer et al , 2017). Companies are focussing their efforts on conveying the differentiated identity to the stakeholders through their behaviour and organisations’ internal culture (Balmer, 2012).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…CSR plays an important role in all areas of an economy and seems to be important in the financial sector (Balmer et al , 2017). CSR is also attributable to the sensitiveness of stakeholder identity, particularly to the banking sector (Scharf et al , 2012; Perez and Bosque, 2014; Sayani, 2015; Gunesh and Geraldine, 2015; Fatma and Rahman, 2015; Balmer et al , 2017). Moreover, with reference to the measure of CSR disclosure in the banking sector, the minimum content of CSR reporting has been the subject of an extensive and still unresolved debate among scholars (Gray et al , 1995, Abu-Baker and Naser, 2000; Abu-Baker, 2000; Albu et al , 2016; Talha et al , 2016; Krasodomska and Cho, 2017).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Corporate social identity: an analysis of the Indian banking sector

Pratihari

Uzma

2018

Intl Jnl of Bank Marketing

View full text Add to dashboard Cite

Purpose The purpose of this paper is to report on the prioritisation of different corporate social identities (CSIs) by the banking sectors in India to endorse the corporate branding process. To substantiate the effect of corporate social responsibility (CSR) on banks’ profitability, the paper establishes a causal relationship between CSI scores and banks’ profitability. The study defines the CSI scores as measures of different CSR initiatives available on the websites and annual reports of leading public and private schedule commercial banks in India. Design/methodology/approach The study discusses the key role that CSR plays in building the corporate personality of a firm, which is a key ingredient of a corporate brand. Therefore, the main dimensions and sub-dimensions of CSR are analysed by using content analysis method. The data undergo multiple experiments such as “Percentage of Agreement”, “Scott’s π”, “Cohen’s κ”, and “Krippendorff’s α” to check the validity and the inter-coder reliability of the content. Furthermore, the quartile approach of statistical data analysis, weighted average method of prioritisation and simple linear regression methods are used to examine and discuss the study objectives. Findings There were three major outcomes from this study. First, Indian banks institutionalise their credibility of corporate personality by maintaining the CSR principles and goals as the core elements of their corporate statements. Second, the CSI scores of different CSR initiatives indicate variations in the stakeholder prioritisation among different banks. The result shows that the public sector banks give the highest priority to the community-related CSR initiatives followed by environment and customer among others, whereas the private sector banks emphasise on customers as their top priority followed by environment and community. The overall score depicts the environment-related initiatives to be the highest priority, which follows customer, employees, community and suppliers. Third, the research indicates that the relationship between CSI disclosures and profitability is significant in India. Research limitations/implications The social aspect of building corporate identity will help in the decision-making process for developing a strong social image through their websites. However, the results suggest that the banking sector should adopt a global standard of CSR reporting and strategic positioning of the social identities among the stakeholders in the value chain. The results are limited to only the Indian banking sector and can be validated and applied to other industries and cross-cultural contexts. Originality/value This study is one of the pioneering attempts to focus on the role of CSR in the stakeholder-company relationship through the mean-end approach in the development of CSI.

show abstract

Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry

Aggarwal¹,

Saxena²

2022

Journal of Public Affairs

View full text Add to dashboard Cite

This study is an attempt to explain the relationship between corporate social responsibility (CSR), corporate reputation, and brand equity in India's banking sector. The study uses Carroll's Pyramid of CSR and the 'triple bottom line concept' as the theoretical bases for proposing a conceptual model. The data pertaining to 482 saving bank customers were analysed using structural equation modelling for this study. The integrated effect of CSR and corporate reputation on brand equity has been examined using the analyses of both the direct and indirect model paths. The findings show that corporate reputation partially mediates the relationship between CSR and brand equity, and that there exists a direct relationship between CSR and brand equity. This research has significant implications for CSR managers seeking to gain a competitive advantage in the industry by focusing upon the CSR activities that help an organisation build a positive corporate reputation, leading to a high level of brand equity.

show abstract

Introduction: Current State and Future Directions for Research on Corporate Brand Management

Cited by 12 publications

References 52 publications

Trending topics plus future challenges and opportunities in brand management

Trending topics plus future challenges and opportunities in brand management

Corporate social identity: an analysis of the Indian banking sector

Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry

Contact Info

Product

Resources

About