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    Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences

    Access Status
    Fulltext not available
    Authors
    Lloyd, Stephen
    Woodside, Arch
    Date
    2013
    Type
    Journal Article
    
    Metadata
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    Citation
    Lloyd, Stephen and Woodside, Arch. 2013. Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences. Marketing Intelligence and Planning. 31 (5): pp. 472-488.
    Source Title
    Marketing Intelligence and Planning
    DOI
    10.1108/MIP-04-2013-0064
    ISSN
    02634503
    URI
    http://hdl.handle.net/20.500.11937/6303
    Collection
    • Curtin Research Publications
    Abstract

    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.

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