Corporations that present a distinctive and different brand identity are preferable for
customers and the market, create value, and lead in pricing. It helps customers feel the …

In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …

Traditionally, corporate brand identity was considered to be directed and controlled by
managers. However, more recent research has begun to recognize the limits of this view …

Abstract This study analyzes Industrial Internet of Things (IIoT) business models in the
machine-to-machine (M2M) context. Thereby, it develops a conceptual framework to …

Digitalization and automation play essential roles in how companies create value for their
customers in emerging industries, including autonomous vehicle solutions (AVSs) and …

Preserving brand identity is a major challenge faced by B2B brand managers. This study
makes a unique contribution by investigating how to protect brand identity in the B2B context …

Although a few scholars have suggested that the strategic alignment of the corporate brand's
business partner network is essential to bring the corporate brand conscience to life, there …

Research on corporate branding has evolved into a network-based perspective in which
brands are understood as fluid corporate assets socially co-created by the firm and its …

The purpose of this study is to employ the existing theory on crisis management and
corporate branding in a service context to explore how tourism businesses in Thailand can …

A more in-depth approach to sustainability by the B2B companies, going beyond the
standard requirements of CSR and acting as conscientious organizations that advance the …