Managerial corporate brand orientation: explication, significance, and antecedents

The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a...

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Published inThe journal of brand management Vol. 29; no. 1; pp. 1 - 12
Main Author Balmer, John M. T.
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 2022
Palgrave Macmillan
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Abstract The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a strong, and authentic, organisational-wide corporate brand orientation. Because of critically important bilateral, and synergistic, corporate brand/corporate identity relationships, managerial corporate brand orientation requires a dual corporate brand/corporate identity managerial identification. It enunciates the importance of social identity theory to managerial identification. It articulates a basic three-stage process underpinning managerial corporate brand orientation which entails: managerial comprehension of the corporate brand/corporate identity; managerial perceptions of the corporate brand/corporate identity; and managerial identifications with the corporate brand/corporate identity. Given the ongoing custodial and leadership roles of managers in nurturing a corporate brand-based organisational philosophy and culture, the article deliberates on the importance of recruitment, induction, training, acculturation, appraisal/ promotion, in fostering managerial corporate brand orientation.
AbstractList The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a strong, and authentic, organisational-wide corporate brand orientation. Because of critically important bilateral, and synergistic, corporate brand/corporate identity relationships, managerial corporate brand orientation requires a dual corporate brand/corporate identity managerial identification. It enunciates the importance of social identity theory to managerial identification. It articulates a basic three-stage process underpinning managerial corporate brand orientation which entails: managerial comprehension of the corporate brand/corporate identity; managerial perceptions of the corporate brand/corporate identity; and managerial identifications with the corporate brand/corporate identity. Given the ongoing custodial and leadership roles of managers in nurturing a corporate brand-based organisational philosophy and culture, the article deliberates on the importance of recruitment, induction, training, acculturation, appraisal/ promotion, in fostering managerial corporate brand orientation.
Author Balmer, John M. T.
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Issue 1
Keywords Brand orientation
Corporate identity
Corporate brand image
Social identity theory
Corporate brand orientation
Managerial corporate brand orientation
Corporate brand identification
Language English
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PublicationTitle The journal of brand management
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Snippet The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises...
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SubjectTerms Brand identification
Brand management
Business and Management
Commentary
Corporate culture
Corporate identity
Corporate image
Employees
Management
Managers
Marketing
Mindfulness
Philosophy
Social identity
Stakeholders
Strategic management
Title Managerial corporate brand orientation: explication, significance, and antecedents
URI https://link.springer.com/article/10.1057/s41262-021-00265-3
https://www.proquest.com/docview/2627269899
Volume 29
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