There is a continuous and growing interest in the study of corporate communication within
the disciplines of management and organization theory, public relations, and mass …

Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …

Recently, practitioners have begun appraising an effective customer journey design (CJD)
as an important source of customer value in increasingly complex and digitalized consumer …

Although research continues to debate the future of the marketing concept, practitioners
have taken the lead, appraising customer experience management (CEM) as one of the …

The creation of identity, in terms of both consumer identity and brand identity, is a core topic
in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part …

Firms use reference points to evaluate financial performance, frame gain or loss positions,
and guide strategic behavior. However, there is little theoretical underpinning to explain how …

Creating emotional brand attachment is a key branding issue in today's marketing world.
One way to accomplish this is to match the brand's personality with the consumer's self. A …

This paper proposes a social identity perspective of customer–brand relationship and
integrates brand identity and identification with value, trust and satisfaction in predicting …

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer
evaluations. The research addresses two questions:(1) what are the factors that influence …

Purpose This paper aims to operationalise and juxtapose variables related to identity,
strategy and communications, and then examine the impact of such integration on …