Corporate brand-rapture theory: antecedents, processes, and consequences
aut.relation.endpage | 488 | |
aut.relation.issue | 5 | |
aut.relation.startpage | 472 | |
aut.relation.volume | 31 | |
aut.researcher | Lloyd, Stephen Thomas | |
dc.contributor.author | Lloyd, ST | |
dc.contributor.author | Woodside, A | |
dc.date.accessioned | 2013-12-11T03:15:12Z | |
dc.date.available | 2013-12-11T03:15:12Z | |
dc.date.copyright | 2013-06-20 | |
dc.date.issued | 2013-06-20 | |
dc.description.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. | |
dc.identifier.citation | Marketing Intelligence and Planning, vol.31(5), pp.472 - 488 | |
dc.identifier.doi | 10.1108/MIP-04-2013-0064 | |
dc.identifier.uri | https://hdl.handle.net/10292/6197 | |
dc.publisher | Emerald | |
dc.relation.uri | http://dx.doi.org/10.1108/MIP-04-2013-0064 | |
dc.rights | 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). | |
dc.rights.accessrights | OpenAccess | |
dc.subject | Brand‐rapture | |
dc.subject | Corporate branding | |
dc.subject | Stakeholder engagement | |
dc.subject | Co‐creation | |
dc.subject | Marketing communications | |
dc.title | Corporate brand-rapture theory: antecedents, processes, and consequences | |
dc.type | Journal Article | |
pubs.elements-id | 142203 | |
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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