Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences
dc.contributor.author | Lloyd, Stephen | |
dc.contributor.author | Woodside, Arch | |
dc.date.accessioned | 2017-01-30T10:52:01Z | |
dc.date.available | 2017-01-30T10:52:01Z | |
dc.date.created | 2014-03-09T20:00:39Z | |
dc.date.issued | 2013 | |
dc.identifier.citation | Lloyd, Stephen and Woodside, Arch. 2013. Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences. Marketing Intelligence and Planning. 31 (5): pp. 472-488. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/6303 | |
dc.identifier.doi | 10.1108/MIP-04-2013-0064 | |
dc.description.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. | |
dc.publisher | Emerald Group Publishing Limited | |
dc.subject | Marketing communications | |
dc.subject | Co-creation | |
dc.subject | Corporate branding | |
dc.subject | Brand-rapture | |
dc.subject | Stakeholder engagement | |
dc.title | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences | |
dc.type | Journal Article | |
dcterms.source.volume | 31 | |
dcterms.source.number | 5 | |
dcterms.source.startPage | 472 | |
dcterms.source.endPage | 488 | |
dcterms.source.issn | 02634503 | |
dcterms.source.title | Marketing Intelligence and Planning | |
curtin.department | ||
curtin.accessStatus | Fulltext not available |