Corporate branding: An interdisciplinary literature review

European Journal of Marketing

Volumn 46, Issue 5, 2012, Pages 733-753

  Fetscherin, Marc ^a   Usunier, Jean Claude ^b  

^a ROLLINS COLLEGE   (United States)

^b UNIVERSITY OF LAUSANNE   (Switzerland)

Author keywords

Bibliometric analysis; Brands; Business history; Corporate branding; Corporate identity; Corporate image; Corporate reputation

Indexed keywords

EID: 84861328256     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561211212494     Document Type: Article

References (101)

1. Aaker, D. (2004), "Leveraging the corporate brand" in California Management Review, Vol. 46, No. 3, pp. 6-18.
2. Acedo, J. and Casillas, C. (2005), "Current paradigms in the international management field: an author co-citation analysis" in International Business Review, Vol. 14, No. 5, pp. 619-39.
3. Andreassen, T. and Lindestad, B. (1998), "Customer loyalty and complex services - the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise" in International Journal of Service Industry Management, Vol. 9, No. 1, pp. 7-23.
4. Andriopoulos, C. and Gotsi, M. (2001), "'Living' the corporate identity: case studies from the creative industry" in Corporate Reputation Review, Vol. 4, No. 2, pp. 144-54.
5. Arnott, D.C. (2007), "Research on trust: a bibliography and brief bibliometric analysis of the special issue submissions" in European Journal of Marketing, Vol. 41, Nos 9/10, pp. 1203-40.
6. Balmer, J. (2001), "Corporate identity, corporate branding and corporate marketing: seeing through the fog" in European Journal of Marketing, Vol. 35, Nos 3/4, pp. 248-91.
7. Balmer, J. and Gray, E. (2003), "Corporate brands: what are they? What of them?" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 972-97.
8. Balmer, J. and Greyser, S. (2006), "Corporate marketing - integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 730-41.
9. Baumgartner, H. and Pieters, R. (2003), "The structural influence of marketing journals: a citation analysis of the discipline and its sub-areas over time" in Journal of Marketing, Vol. 67, No. 2, pp. 123-39.
10. Benjamin, J. (1985), "New corporate identity for National Economic Development Council, graphic design in Britain" in Design, Vol. 440, p. 15.
11. Berens, G., van Riel, C. and van Bruggen, G. (2005), "Corporate associations and consumer product responses: the moderating role of corporate brand dominance" in Journal of Marketing, Vol. 69, No. 3, pp. 35-48.
12. Bickerton, D. (2000), "Corporate reputation versus corporate branding: the realist debate" in Corporate Communications: An International Journal, Vol. 5, No. 1, pp. 42-8.
13. Biehal, G. and Sheinin, D. (1998), "Managing the brand in a corporate advertising environment: a decision-making framework for brand managers" in Journal of Advertising, Vol. 27, No. 2, pp. 99-110.
14. Biehl, M., Kim, H. and Wade, M. (2006), "Relationships among the academic business disciplines: a multi-method citation analysis" in International Journal of Management Science, Vol. 34, pp. 359-71.
15. Borgman, C.L. (2000), "Scholarly communication and bibliometrics revisited" in Cronin, B. and Atkins, H.B. (Eds.), The Web of Knowledge, Information Today, Medford, NJ, pp. 143-62.
16. Braun, T., Glanzel, W. and Grupp, H. (1995), "The scientometric weight of 50 nations in 27 science areas, 1989-1993. All fields combined, mathematics, engineering, chemistry and physics" in Scientometrics, Vol. 33, No. 3, pp. 263-93.
17. Carpenter, M.P., Gibb, F., Harris, M., Irvine, J., Martin, B.R. and Narin, F. (1988), "Bibliometric profiles for British academic institutions: an experiment to develop research output indicators" in Scientometrics, Vol. 14, Nos 3/4, pp. 213-33.
18. Daniels, J.D. (1991), "Relevance in international business research: a need for more linkages" in Journal of International Business Studies, Vol. 22, No. 2, pp. 177-86.
19. Davies, G., Chun, R., Vinhas da Silva, R. and Roper, S. (2001), "The personification metaphor as a measurement approach for corporate reputation" in Corporate Reputation Review, Vol. 4, No. 2, pp. 113-27.
20. Davies, G., Chun, R., Vinhas da Silva, R. and Roper, S. (2004), "A corporate character scale to assess employee and customer views of organization reputation" in Corporate Reputation Review, Vol. 7, No. 2, pp. 125-46.
21. Dean, D.H. (2003), "Consumer perception of corporate donations - effects of company reputation for social responsibility and type of donation" in Journal of Advertising, Vol. 32, No. 4, pp. 91-102.
22. De Chernatony, L. (1999), "Brand management through narrowing the gap between brand identity and brand reputation" in Journal of Marketing Management, Vol. 15, Nos 1-3, pp. 157-80.
23. de Ruyter, K. and Wetzels, M. (2000), "The role of corporate image and extension similarity in service brand extensions" in Journal of Economic Psychology, Vol. 21, No. 6, pp. 639-59.
24. Dowling, G. (1993), "Developing your company image into a corporate asset" in Long Range Planning, Vol. 26, No. 2, pp. 101-9.
25. Fetscherin, M., Voss, H. and Gugler, P. (2010), "30 years of foreign direct investment to China: an interdisciplinary literature review" in International Business Review, Vol. 16, pp. 235-46.
26. Fombrun, C. and Shanley, M. (1990), "What is a name? - Reputation building and corporate strategy" in Academy of Management Journal, Vol. 33, 2, June, pp. 233-58.
27. Fortune 500 (2008), available at: http://money.cnn.com/magazines/fortune/global500/2008/europe/ (accessed 15 November 2008).
28. Fryxell, G. and Wang, J. (1994), "The Fortune corporate reputation index - reputation for what?" in Journal of Management, Vol. 20, No. 1, pp. 1-14.
29. Garfield, E. (1963), "Citation indexes in sociological and historical research" in American Documentation, Vol. 14, No. 4, pp. 289-91.
30. Garfield, E., Paris, S.W. and Stock, W.G. (2006), "A software tool for informetric analysis of citation linkage" in Information, Vol. 57, No. 8, pp. 391-400.
31. Glanzel, W. (1996), "A bibliometric approach to social sciences, national research performances in 6 selected social science areas, 1990-1992" in Scientometrics, Vol. 35, No. 3, pp. 291-307.
32. Gotsi, M. and Andriopoulos, C. (2007), "Understanding the pitfalls in the corporate rebranding process" in Corporate Communications: An International Journal, Vol. 12, No. 4, pp. 341-55.
33. Gotsi, M. and Wilson, A. (2001a), "Corporate reputation management: living the brand" in Management Decision, Vol. 39, No. 2, pp. 99-104.
34. Gotsi, M. and Wilson, A. (2001b), "Corporate reputation: seeking a definition" in Corporate Communications: An International Journal, Vol. 6, No. 1, pp. 24-31.
35. Gotsi, M., Andriopoulos, C. and Wilson, A. (2008), "Corporate re-branding: is cultural alignment the weakest link?" in Management Decision, Vol. 46, No. 1, pp. 46-57.
36. Gray, E. and Balmer, J. (1998), "Managing corporate image and corporate reputation" in Long Range Planning, Vol. 31, No. 5, pp. 695-702.
37. Greyser, S., Balmer, J. and Urde, M. (2006), "The monarchy as a corporate brand - some corporate communications dimensions" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 902-8.
38. Gurhan-Canli, Z. and Batra, R. (2004), "When corporate image affects product evaluations: the moderating role of perceived risk" in Journal of Marketing Research, Vol. 41, No. 2, pp. 197-205.
39. Harris, F. and De Chernatony, L. (2001), "Corporate branding and corporate brand performance" in European Journal of Marketing, Vol. 35, Nos 3/4, pp. 441-56.
40. Harsanyi, M.A. (1993), "Multiple authors, multiple problems bibliometrics and the study of scholarly collaboration - a literature review" in Library & Information Science Research, Vol. 15, No. 4, pp. 325-54.
41. Hatch, M.J. and Schultz, M. (1997), "Relations between organizational culture, identity and image" in European Journal of Marketing, Vol. 31, No. 5, pp. 356-65.
42. He, H.W. (2008), "Corporate identity/strategy interface: implications for corporate level marketing" in European Journal of Marketing, Vol. 42, Nos 1/2, pp. 10-15.
43. He, H.W. and Balmer, J. (2007), "Identity studies: multiple perspectives and implications for corporate-level marketing" in European Journal of Marketing, Vol. 41, Nos 7/8, pp. 765-85.
44. Hermanns, A. and Drees, N. (1989), "Wirkungsaspekte bei der Nutzung offizieller Prädikate im Sportsponsoring" in Hermanns, A. (Ed.), Sport- und Kultursponsoring, Vahlen, Munich, pp. 112-21.
45. Highhouse, S., Zickar, M., Thorsteinson, T., Stierwalt, S. and Slaughter, J. (1999), "Assessing company employment image: an example in the fast food industry" in Personnel Psychology, Vol. 52, No. 1, pp. 151-72.
46. Hsieh, M., Pan, S. and Setiono, R. (2004), "Product-, corporate-, and country-image dimensions and purchase behavior: a multicountry analysis" in Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 251-70.
47. Ind, N. (1997), The Corporate Brand, Macmillan, London.
48. Javalgi, R.G., Traylor, M.B., Gross, A.C. and Lampman, E. (1994), "Awareness of sponsorship and corporate image - an empirical investigation" in Journal of Advertising, Vol. 23, No. 4, pp. 47-58.
49. Keller, K.L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, Upper Saddle River, NJ.
50. Keller, K.L. and Aaker, D.A. (1998), "Corporate level marketing: the impact of credibility marketing on a company's brand extensions" in Corporate Reputation Review, Vol. 1, No. 4, pp. 356-78.
51. Kim, J. and McMillan, S. (2008), "Evaluation of internet advertising research - a bibliometric analysis of citations from key sources" in Journal of Advertising, Vol. 37, No. 1, pp. 99-112.
52. Kitchen, P.J. and Laurence, A. (2003), "Corporate reputation: an eight-country analysis" in Corporate Reputation Review, Vol. 6, No. 2, pp. 103-17.
53. Knox, S. and Bickerton, D. (2003), "The six conventions of corporate branding" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 998-1016.
54. LeBlanc, G. and Nguyen, N. (1996), "Cues used by customers evaluating corporate image in service firms - an empirical study in financial institutions" in International Journal of Service Industry Management, Vol. 7, No. 2, pp. 44-56.
55. Lemmink, J., Schuijf, A. and Streukens, S. (2003), "The role of corporate image and company employment image in explaining application intentions" in Journal of Economic Psychology, Vol. 24, No. 1, pp. 1-15.
56. Macrae, C. (1996), The Brand Chartering Handbook, Addison-Wesley, London.
57. Margulies, W. (1977), "Make the most of your corporate identity" in Harvard Business Review, Vol. 55, No. 4, pp. 56-74.
58. Mitchell, A. (1997), Brand Strategies in the Information Age, London, London, Financial Times Report.
59. Melewar, T.C. (2003), "Determinants of the corporate identity construct: a review of the literature" in Journal of Marketing Communications, Vol. 9, No. 4, pp. 195-220.
60. Melewar, T.C. and Karaosmanoglu, E. (2006), "Seven dimensions of corporate identity - a categorisation from the practitioners' perspectives" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 846-69.
61. Melewar, T.C. and Saunders, J. (1999), "International corporate visual identity: standardization or localization?" in Journal of International Business Studies, Vol. 30, No. 3, pp. 583-98.
62. Menon, S. and Kahn, B. (2003), "Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?" in Journal of Consumer Psychology, Vol. 13, No. 3, pp. 316-27.
63. Mladen, K. and Silva, M. (2001), "The international publication productivity of Latin American countries in the economics and business administration fields" in Scientometrics, Vol. 51, No. 2, pp. 381-94.
64. Moed, H.F., Burger, W., Frankfort, J. and Van Raan, A. (1985), "The use of bibliometric data for the measurement of university-research performance" in Research Policy, Vol. 14, No. 3, pp. 131-49.
65. Nerur, S., Rasheed, A. and Natarajan, V. (2008), "The intellectual structure of the strategic management field: an authors co-citation analysis" in Strategic Management Journal, Vol. 29, pp. 319-36.
66. Newman, K. (2001), "The sorcerer's apprentice? Alchemy, seduction and confusion in modern marketing" in International Journal of Advertising, Vol. 20, No. 4, pp. 409-29.
67. Nicholls, J.A.F., Roslow, S. and Dublish, S. (1999), "Brand recall and brand preference at sponsored golf and tennis tournaments" in European Journal of Marketing, Vol. 33, Nos 3/4, pp. 365-86.
68. Pasadeos, Y., Renfro, R. and Hanily, M. (1999), "Influential authors and works of the public relations scholarly literature: a network of recent research" in Journal of Public Relations Research, Vol. 11, No. 1, pp. 29-52.
69. Peng, M. and Zhou, J. (2006), "Most cited articles and authors in global strategy research" in Journal of International Management, Vol. 12, pp. 490-508.
70. Perkins, A.G. (1995), "Corporate identity" in Harvard Business Review, Vol. 73, No. 2, p. 11.
71. Pillania, R. and Fetscherin, M. (2009), "The state of research on multinationals and emerging markets" in Multinational Business Review, Vol. 17, No. 2, pp. 5-15.
72. Podsakoff, P., MacKenzie, S., Podsakoff, N. and Bachrach, D. (2008), "Scholarly influence in the field of management: a bibliometric analysis of the determinants of university and author impact in the management literature in the past quarter century" in Journal of Management, Vol. 34, No. 4, pp. 641-720.
73. Price, D. (1976), "A general theory of bibliometric and other cumulative advantages processes" in Journal of the American Society for Information Science, Vol. 27, No. 5, pp. 292-306.
74. Reeves, B. and Borgman, C.L. (1983), "A bibliometric evaluation of core journals in communication research" in Human Communication Research, Vol. 10, No. 1, pp. 119-36.
75. Roberts, P. and Dowling, G. (2002), "Corporate reputation and sustained superior financial performance" in Strategic Management Journal, Vol. 23, No. 12, pp. 1077-93.
76. Roper, S. and Parker, C. (2006), "Evolution of branding theory and its relevance to the independent retail sector" in The Marketing Review, Vol. 6, No. 1, pp. 55-72.
77. Sacconi, L. (2007), "A social contract account for CSR as an extended model of corporate governance: compliance, reputation and reciprocity" in Journal of Business Ethics, Vol. 75, No. 1, pp. 77-96.
78. Schildt, H., Zahra, S. and Sillanpää, A. (2006), "Scholarly communities in entrepreneurship research: a co-citation analysis" in Entrepreneurship: Theory & Practice, Vol. 30, No. 3, pp. 399-415.
79. Schmitt, B. (1995), "Language and visual imagery: issues of corporate identity in East Asia" in Columbia Journal of World Business, Vol. 30, No. 4, pp. 8-36.
80. Schmitt, B., Simonson, A. and Marcus, J. (1995), "Managing corporate image and identity" in Long Range Planning, Vol. 28, No. 5, pp. 82-92.
81. Schubert, A., Glanzel, W. and Braun, T. (1989), "Scientometric datafiles. A comprehensive set of indicators on 2649 journals and 96 countries in all major science fields and subfields 1981-1985" in Scientometrics, Vol. 16, Nos 1-6, pp. 3-478.
82. Schultz, M. and Hatch, M.J. (1997), "A European view on corporate identity - an interview with Wally Olins" in Journal of Management Inquiry, Vol. 6, No. 4, pp. 330-9.
83. Simonin, B. and Ruth, J. (1998), "Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes" in Journal of Marketing Research, Vol. 35, 1, February, pp. 30-42.
84. Small, H. (1974), "Co-citation in the scientific literature: a new measure of the relationship between two documents" in Essays of an Information Scientist, Vol. 2, pp. 28-31.
85. Small, H. (1999), "Visualizing science by citation mapping" in Journal of the American Society for Information Science, Vol. 50, No. 9, pp. 799-813.
86. Speed, R. and Thompson, P. (2000), "Determinants of sports sponsorship response" in Journal of the Academy of Marketing Science, Vol. 28, No. 2, pp. 226-38.
87. Stipp, H. and Schiavone, N.P. (1996), "Modeling the impact of Olympic sponsorship on corporate image" in Journal of Advertising Research, Vol. 36, No. 4, pp. 22-8.
88. Tseng, H.-C., Kung, H.-J., Tung, H.-L. and Duan, C.-H. (2009), "Exploring the intellectual structure of modern information management studies" in European Journal of Social Sciences, Vol. 12, No. 2, pp. 284-97.
89. Turban, D. and Cable, D. (2003), "Firm reputation and applicant pool characteristics" in Journal of Organizational Behavior, Vol. 24, No. 6, pp. 733-51.
90. Vaaland, T., Heide, M. and Gronhaug, K. (2008), "Corporate social responsibility: investigating theory and research in the marketing context" in European Journal of Marketing, Vol. 42, Nos 9/10, pp. 927-53.
91. Van den Bosch, A., de Jong, M. and Elving, W. (2004), "Managing corporate visual identity: use and effects of organizational measures to support a consistent self-presentation" in Public Relations Review, Vol. 30, No. 2, pp. 225-34.
92. Van Raan, A. (2003), "The use of bibliometric analysis in research performance assessment and monitoring of interdisciplinary scientific developments" in Technikfolgenabschätzung, Theorie und Praxis, Vol. 12, No. 1, pp. 20-9.
93. Van Raan, A. (2008), "Bibliometric statistical properties of the 100 largest European research universities: prevalent scaling rules in the science system" in Journal of the American Society for Information Science and Technology, Vol. 59, No. 3, pp. 461-75.
94. Vassinen, A. (2006), "The concept of strategic marketing in marketing discourse - a bibliometric study", dissertation, Helsinki University of Technology, Helsinki.
95. White, H.D. and McCain, K.W. (1989), "Bibliometrics" in Annual Review of Information Science and Technology, Vol. 24, pp. 119-86.
96. Wiberley, S.E. (2003), "A methodological approach to developing bibliometric models of types of humanities scholarship" in Library Quarterly, Vol. 73, No. 2, pp. 121-59.
97. Williams, G. (1990), "A sense of place and Henrio-Ludlow and Schmidt Consultancy Graphic-Design for changing the city of Hanover corporate identity" in Design, Vol. 498, pp. 50-2.
98. Williams, R. and Barrett, J. (2000), "Corporate philanthropy, criminal activity, and firm reputation: is there a link?" in Journal of Business Ethics, Vol. 26, No. 4, pp. 341-50.
99. Wilson, A. (2001), "Understanding organisational culture and the implications for corporate marketing" in European Journal of Marketing, Vol. 35, No. 4, pp. 353-68.
100. Winters, L.C. (1986), "The effect of brand advertising on company image - implications for corporate advertising" in Journal of Advertising Research, Vol. 26, No. 2, pp. 54-9.
101. Yoon, E., Guffey, H. and Kijewski, V. (1993), "The effects of information and company reputation on intentions to buy a business service" in Journal of Business Research, Vol. 27, No. 3, pp. 215-28.