Corporate brand-rapture theory: antecedents, processes, and consequences
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Journal Article
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Emerald
Abstract
Purpose – This study provides analytical insights into corporate brand-rapture (CBR), its antecedents and consequences, and contributes to methodology for modeling CBRs. Design/methodology/approach – The paper defines the construct and develops a theory that explains how corporate brand-rapture works and is testable empirically. Findings - CBR merits further investigation as a potentially valid, operational concept in marketing that underpins the conscious and unconscious drivers of the corporate brand’s strongest stakeholders and that lays the foundations of research into corporate brand-rapture communication. Research limitations/implications - The paper, while remaining conceptual, identifies a dynamic concept of interest to researchers and to corporate brand marketing management and proposes seven fundamental propositions for modeling CBR. Practical implications – The paper provides researchers and corporate brand marketing with a more rigorous understanding of the foundations of engagement with a corporate brand. Originality/value – This paper is the first so far on CBR theory and provides insights that are important to corporate brand marketers and their communications strategies.Description
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Marketing Intelligence and Planning, vol.31(5), pp.472 - 488
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Copyright © Emerald Group Publishing Limited, 2013. Authors retain the right to place his/her pre-publication version of the work on a personal website or institutional repository for non commercial purposes. The definitive version was published in (see Citation). The original publication is available at www.emeraldinsight.com (see Publisher’s Version).