Corporate brand-rapture theory: antecedents, processes, and consequences

Simple item page
aut.relation.endpage488
aut.relation.issue5
aut.relation.startpage472
aut.relation.volume31
aut.researcherLloyd, Stephen Thomas
dc.contributor.authorLloyd, ST
dc.contributor.authorWoodside, A
dc.date.accessioned2013-12-11T03:15:12Z
dc.date.available2013-12-11T03:15:12Z
dc.date.copyright2013-06-20
dc.date.issued2013-06-20
dc.description.abstractPurpose – 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.
dc.identifier.citationMarketing Intelligence and Planning, vol.31(5), pp.472 - 488
dc.identifier.doi10.1108/MIP-04-2013-0064
dc.identifier.urihttps://hdl.handle.net/10292/6197
dc.publisherEmerald
dc.relation.urihttp://dx.doi.org/10.1108/MIP-04-2013-0064
dc.rightsCopyright © 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).
dc.rights.accessrightsOpenAccess
dc.subjectBrand‐rapture
dc.subjectCorporate branding
dc.subjectStakeholder engagement
dc.subjectCo‐creation
dc.subjectMarketing communications
dc.titleCorporate brand-rapture theory: antecedents, processes, and consequences
dc.typeJournal Article
pubs.elements-id142203
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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