An assessment of the role of corporate brand identity in corporate brand image formation

An assessment of the role of corporate brand identity in corporate brand image formation

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This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication a...

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Bibliographic Details
Main Author: Le Roux, Christelle
Other Authors: Du Plessis, Theresea Charmaine
Format: Others
Language:en
Published: 2013
Subjects:
Brand/branding
Brand identity
Brand image
Corporate identity
Corporate image
Corporate brand identity elements
Corporate brand identity
Corporate brand image formation
Corporate reputation
Factor
Q-factor analysis
Telephone interviews
Computer-assisted telephone interviews (CATI)
Q methodology
Q study
Qualitative content analysis
Qualitative research approach
Quantitative research approach
Mixed-methods research
Questionnaire
658.827
Corporate culture
Product management
Branding (Marketing)
Brand choice
Brand name products > Management
Reputation
Online Access:http://hdl.handle.net/10500/9847

Internet

http://hdl.handle.net/10500/9847

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