By Tengku Chik Melewar bin Tengku Nasir, Elif Karaosmanoglu
This e-book offers the newest pondering and matters within the parts of branding, id and conversation grounded in sound and rigorous medical study procedure. Bringing jointly a global array of authors, the quantity comprises case learn examples to supply a modern perception into company advertising communications.
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Extra resources for Contemporary Thoughts on Corporate Branding and Corporate Identity Management
Bearden (2005) ‘Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance’, Journal of Marketing, 69 (2), pp. 24–41. Koys, D. J. (2001) ‘The Effects of Employee Satisfaction, Organizational Citizenship Behaviour, and Turnover on Organizational Effectiveness: A Unit-Level Longitudinal Study’, Personnel Psychology, 54(1), pp. 101–14. , B. Mittal and A. Sharma (1995) ‘Measuring Customer-Based Brand Equity’, Journal of Consumer Marketing, 12 (4), pp. 11–19.
Moreover, it will highlight the important role marketers play in enhancing the value of a corporation and their role in creating stakeholder value and improving operational efficiency. This will change the perception of marketing by non-marketers, who do not see the return on investment that marketers provide. This model will help marketers convince non-marketers of the value of marketing. References Aaker, D. (1996a) Building Strong Brands (New York: Free Press). Aaker, D. (1996b) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38 (3), pp.
M. and S. D. Hunt (1994) ‘The Commitment-Trust Theory of Relationship Marketing’, Journal of Marketing, 58 (July), pp. 20–38. , V. A. Zeithaml and L. Berry (1988) ‘SERVQUAL: A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality’, Journal of Retailing, Spring, pp. 12–40. , V. Zeithaml and K. Lemon (2004) ‘Customer-Centered Brand Management’, Harvard Business Review, September, pp. 110–18. Srivastava, R. D. Shocker (1991) ‘Brand Equity: a Perspective on its Meaning and Measurement’, Marketing Science Institute Working Paper Series, Report Number 91-124 (Cambridge, MA: Marketing Science Institute).
Contemporary Thoughts on Corporate Branding and Corporate Identity Management by Tengku Chik Melewar bin Tengku Nasir, Elif Karaosmanoglu