The semiotics of modernist space in the branding of organisations: A multimodal critical discourse analytic approach
It is common to find the extensive use of modernist type space in corporate branding: across visual designs of documents; in images that show clean airy spaces; and in building design. In this paper,
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Tweaking ethical consumption: Civic branding in Starbucks cause-related marketing
This paper investigates the rhetorical production of citizenship within contemporary models of ethical branding. Specifically, it examines two cause-related marketing campaigns of Starbucks within a
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Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity
In the current socioeconomic environment, brands increasingly need to portray societal and ethical commitments at a corporate level, in order to remain competitive and improve their reputation.
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09/15/2015
• #Corporate Image
Ethical consumerism. How are caterers coping?
Active ethical consumerism is much less obvious in the behaviour of consumers when they eat outside the home. The catering industry argue that the majority of consumers are primarily driven by the
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12/01/2008
• #Food Standards
The Impact of Brand Equity on Brand Loyalty: The Mediating Role of Customer Satisfaction
The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand
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2015
• #Customer Satisfaction
Is Cause-related Marketing Green-Washing?
Cause-related marketing (CrM) is an increasingly applied marketing tool where the product purchase leads to a target-oriented donation regarding a designated cause promoted on the product by label.
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01/01/2010
• #Greenwashing
Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature
The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring
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10/09/2014
• #Marketing
Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting
This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the
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05/01/2014
• #Corporate Image