Show simple item record

dc.contributor.authorLloyd, Stephen
dc.contributor.authorWoodside, Arch
dc.identifier.citationLloyd, Stephen and Woodside, Arch. 2013. Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences. Marketing Intelligence and Planning. 31 (5): pp. 472-488.

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.publisherEmerald Group Publishing Limited
dc.subjectMarketing communications
dc.subjectCorporate branding
dc.subjectStakeholder engagement
dc.titleCorporate Brand Rapture Theory: Antecedents, Processes, and Consequences
dc.typeJournal Article
dcterms.source.titleMarketing Intelligence and Planning
curtin.accessStatusFulltext not available

Files in this item


This item appears in the following Collection(s)

Show simple item record