Managerial corporate brand orientation: explication, significance, and antecedents

• Published in: The journal of brand management Vol. 29; no. 1; pp. 1 - 12
• Main Author: Balmer, John M. T.
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 2022; Palgrave Macmillan
• Subjects: 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; Brand orientation; Corporate identity; Corporate brand image; Social identity theory; Corporate brand orientation; Managerial corporate brand orientation; Corporate brand identification

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...