Congruence of brand image and corporate image: An international business perspective

B. C. Ghosh; Zafar U. Ahmed; Madan Annavarjula; Chan Min Lie

doi:10.1300/J130v09n04_05

Congruence of brand image and corporate image: An international business perspective

B. C. Ghosh^*
, Zafar U. Ahmed
, Madan Annavarjula
, Chan Min Lie

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

6 Scopus citations

Abstract

While there is a widespread understanding among academicians and practitioners alike that corporate branding is one of the most critical objectives of a successful marketing strategy, the majority of the studies in this area have focused on the western multinationals. This paper empirically examines the degree of congruence between consumer brand image and the retailers' corporate image in the retail industry using an Asian sample.

Original language	English
Pages (from-to)	49-72
Number of pages	24
Journal	Journal of Transnational Management Development
Volume	9
Issue number	4
DOIs	https://doi.org/10.1300/J130v09n04_05
State	Published - 8 Jun 2005
Externally published	Yes

Keywords

Corporate branding
Corporate image
International
Kwbrand image

ASJC Scopus subject areas

Geography, Planning and Development
Development
Management, Monitoring, Policy and Law

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10.1300/J130v09n04_05

Cite this

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abstract = "While there is a widespread understanding among academicians and practitioners alike that corporate branding is one of the most critical objectives of a successful marketing strategy, the majority of the studies in this area have focused on the western multinationals. This paper empirically examines the degree of congruence between consumer brand image and the retailers' corporate image in the retail industry using an Asian sample.",

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AU - Annavarjula, Madan

AU - Lie, Chan Min

PY - 2005/6/8

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AB - While there is a widespread understanding among academicians and practitioners alike that corporate branding is one of the most critical objectives of a successful marketing strategy, the majority of the studies in this area have focused on the western multinationals. This paper empirically examines the degree of congruence between consumer brand image and the retailers' corporate image in the retail industry using an Asian sample.

KW - Corporate branding

KW - Corporate image

KW - International

KW - Kwbrand image

UR - https://www.scopus.com/pages/publications/67649450016

U2 - 10.1300/J130v09n04_05

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M3 - Article

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JO - Journal of Transnational Management Development

JF - Journal of Transnational Management Development

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ER -

Congruence of brand image and corporate image: An international business perspective

Abstract

Keywords

ASJC Scopus subject areas

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