Ver artículo

The primary purpose of this special issue of the Journal of the Academy of Marketing Scienceis to continue putting forward an agenda for thinking about integrative research dealing with corporate branding, identity, and customer response. A considerable amount of effort within companies and organizations is devoted to strategically positioning them with respect to various constituents (members and/or employees, shareholders, customers, governmental entities, etc.). Key questions for managers—and researchers—include, How does such positioning influence key constituents (eg, in terms of beliefs, attitudes, and behaviors)? How do corporate branding efforts affect market relationships between organizations and their various constituents? and How does corporate branding affect marketing performance? At the center of these questions lie a number of key concepts, including corporate identity, corporate …