Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences
MetadataShow full item record
Purpose – This study seeks to provide analytical insights into corporate brand-rapture (CBR), its antecedents and consequences, and contributes to methodology for modeling CBRs. Design/methodology/approach – The paper defines the construct and develops a theory that explains how corporate brand-rapture works and is testable empirically. Findings – CBR merits further investigation as a potentially valid, operational concept in marketing that underpins the conscious and unconscious drivers of the corporate brand's strongest stakeholders and that lays the foundations of research into corporate brand-rapture communication. Research limitations/implications – The paper, while remaining conceptual, identifies a dynamic concept of interest to researchers and to corporate brand marketing management and proposes seven fundamental propositions for modeling CBR. Practical implications – The paper provides researchers and corporate brand marketing with a more rigorous understanding of the foundations of engagement with a corporate brand. Originality/value – This paper is the first so far on CBR theory and provides insights that are important to corporate brand marketers and their communications strategies.
Showing items related by title, author, creator and subject.
Beverland, M.; Napoli, Julie; Farrelly, F. (2010)Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a ...
Corporate social responsibility branding: the role of organisational identity and its impact on performanceSuprawan, Lokweetpun (2011)The concept of corporate social responsibility (CSR) has received much attention over several decades, although its definition has splintered into different perspectives termed in this thesis as economic, socio-political, ...
Ferguson, Graham; Lau, K.; Phau, Ian (2016)Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the ...