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Corporate branding: the marketing perspective

In: The Future of Marketing

Author

Listed:
  • Cees Riel
  • Guido Berens

Abstract

This chapter discusses the importance of corporate branding within the marketing field, and provides an overview of research on corporate brand associations (people’s perceptions of corporate brands) and the influence that these associations may have on consumer behaviour. It shows that corporate brands and the associations people have with them play an exceptional role in consumers’ judgements and decision-making processes.

Suggested Citation

  • Cees Riel & Guido Berens, 2003. "Corporate branding: the marketing perspective," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Future of Marketing, chapter 0, pages 113-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59985-7_7
    DOI: 10.1057/9780230599857_7
    as

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