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Corporate brand orientation: Identity, internal images, and corporate identification matters

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  • Balmer, John M.T.
  • Podnar, Klement

Abstract

Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orientated organizations. They also need to be cognizant of these dimensions and regularly appraise them.

Suggested Citation

  • Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    • Handle: RePEc:eee:jbrese:v:134:y:2021:i:c:p:729-737
    DOI: 10.1016/j.jbusres.2021.06.016
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