Purpose–The purpose of this paper is to build a comprehensive conceptual framework of
internal branding, to demarcate this field from employer branding and to develop an updated …

The study of reputation figures prominently in management research, yet the increasing
number of publications makes it difficult to keep track of this growing body of literature. This …

As mixed methods continues to grow as a discipline, work to define what constitutes quality
mixed methods research has become an emergent conversation. While progress has been …

This study investigates the effect of Customer-Based Brand Equity (CBBE) on customer
loyalty and further examines the mediatory roles of customer satisfaction and trust in the …

In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …

In the past few decades, a growth in ethical consumerism has led brands to increasingly
develop conscientiousness and depict ethical image at a corporate level. However, most of …

Brand management has evolved from its original focus on product differentiation (for
example, Aaker, 1996) to new perspectives that include service brands (for example, Berry …

Purpose The importance of employer branding to attract talent in organizations is increasing
rapidly. Brand personality traits, particularly, have been shown to explain considerable …

Corporate reputation and reputation risk are becoming increasingly relevant for firms, also
caused by its relevance for firm value. In this context, this paper provides a comprehensive …

Corporate reputation has become one of the most important intangible assets for
maintaining and enhancing firms' competitiveness in the global marketplace. Researchers …