Corporate Branding: a bibliographic review

Authors

DOI:

https://doi.org/10.17981/econcuc.41.1.2020.Org.1

Keywords:

Corporate Branding, Co-citations, Tree of Science, Corporate identity, Brand

Abstract

The success of a company is not only based on the quality of its products but also on the way its brand is remembered in the market and this process is known as corporate branding. This type of strategy has been recognized as an important area in management sciences and needs a detailed review. The purpose of this article is to show the evolution of corporate branding through a review of the literature. For this purpose, a network analysis supported by bibliometric techniques is carried out. For this purpose, a Web of Science consultation was carried out, after which the most important documents were classified through the Tree of Science web platform and, at the end, an analysis of co-citations is carried out. This last analysis showed that corporate branding presents three perspectives: the effect of the brand generated by corporate alliances, the influence of social responsibility and the management of brand identity.

Downloads

Download data is not yet available.

Author Biographies

Sebastián Buitrago, Luis Amigó Catholic University

He is an International Business Student. Luis Amigó Catholic University. Competitiveness and Innovation seedbed. Sebastian

Pedro Luis Duque, Luis Amigó Catholic University

He is a PhD student in Administration at the National University of Colombia Manizales Headquarters, Master in Administration from the National University of Colombia, Manizales headquarters. Business Administrator of the National University of Colombia Manizales Headquarters. Professor Faculty of Administrative, Economic and Accounting Sciences Luis Amigó Catholic University

Sebastián Robledo, Luis Amigó Catholic University

He has a PhD in Industry and Organizations from the National University of Colombia, Manizales headquarters. Master in Business Administration, Marketing from the National University of Colombia. Industrial engineer, business management of the National University of Colombia. Professor Faculty of Administrative, Economic and Accounting Sciences Luis Amigó Catholic University

References

Aaker, D. (1991). Managing Brand Equity. Free Press.

Aaker, D. A. (2004). Leveraging the Corporate Brand. California Management Review, 46(3), 6–18. https://doi.org/10.2307/41166218

Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048–1063. https://doi.org/10.1108/03090561211230197

Addor, N., & Melsen, L. A. (2019). Legacy, Rather Than Adequacy, Drives the Selection of Hydrological Models. Water Resources Research, 55(1), 378–390. https://doi.org/10.1029/2018WR022958

Almeida, F., & De Paula, L. G. (2019). The Place of Uncertainty in Heterodox Economics Journals: A Bibliometric Study. Journal of Economic Issues, 53(2), 553–562. https://doi.org/10.1080/00213624.2019.1603771

Anisimova, T., & Mavondo, F. (2014). Aligning Company and Dealer Perspectives in Corporate Branding: Implications for Dealer Satisfaction and Commitment. Journal of Business-to-Business Marketing, 21(1), 35–56. https://doi.org/10.1080/1051712X.2014.857501

Aria, M., & Cuccurullo, C. (2017). bibliometrix : An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007

Balmer, J. M. T. (2001). Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog. European Journal of Marketing, 35(3/4), 248–291. https://doi.org/10.1108/03090560110694763

Balmer, J. M. T. (2009). Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived. Management Decision, 47(4), 639–675. https://doi.org/10.1108/00251740910959468

Balmer, J. M. T. (2012a). Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration. California Management Review, 54(3), 6–33. https://doi.org/10.1525/cmr.2012.54.3.6

Balmer, J. M. T. (2012b). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7/8), 1064–1092. https://doi.org/10.1108/03090561211230205

Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 39, 88. https://doi.org/10.1108/03090560310477627

Balmer, J. M. T., & Greyser, S. A. (2006a). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730–741. https://doi.org/10.1108/03090560610669964

Balmer, J. M. T., & Greyser, S. A. (2006b). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730–741. https://doi.org/10.1108/03090560610669964

Balmer, J. M. T., Powell, S. M., & Greyser, S. A. (2011). Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded. Journal of Business Ethics: JBE, 102(1), 1–14. https://doi.org/10.1007/s10551-011-0902-1

Balmer, J. M. T., Powell, S. M., Kernstock, J., & Brexendorf, T. O. (Eds.). (2017). Advances in Corporate Branding. https://doi.org/10.1057/978-1-352-00008-5

Balmer, J. M. T., Stuart, H., & Greyser, S. A. (2009). Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century. California Management Review, 51(3), 6–23. https://doi.org/10.2307/41166491

Bawa, A., & Saha, A. (2016). Strength of corporate social responsibility as a corporate brand association: general public perspective. Decisions, 43(4), 313–332. https://doi.org/10.1007/s40622-016-0125-5

Berens, G., van Riel, C. B. M., & van Bruggen, G. H. (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35–48. https://doi.org/10.1509/jmkg.69.3.35.66357

Blondel, V. D., Guillaume, J.-L., Lambiotte, R., & Lefebvre, E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics: Theory and Experiment, Vol. 2008, p. P10008. https://doi.org/10.1088/1742-5468/2008/10/p10008

Bond, M., & Buntins, K. (2018). An analysis of the Australasian Journal of Educational Technology 2013-2017. Australasian Journal of Educational Technology. https://doi.org/10.14742/ajet.4359

Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture. European Journal of Marketing, 51(9/10), 1530–1551. https://doi.org/10.1108/EJM-07-2017-0445

Brown, T. J., & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68. https://doi.org/10.2307/1252190

Brunk, K. H. (2010). Exploring origins of ethical company/brand perceptions — A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255–262. https://doi.org/10.1016/j.jbusres.2009.03.011

Buil, I., Catalán, S., & Martínez, E. (2016). The importance of corporate brand identity in business management: An application to the UK banking sector. BRQ Business Research Quarterly, 19(1), 3–12. https://doi.org/10.1016/j.brq.2014.11.001

Cervantes, O., Botero, C. M., & Finkl, C. W. (2018). State-of-the-Art Beach Ecosystem Management from the Tree of Science Platform. Beach Management Tools - Concepts, Methodologies and Case Studies, pp. 3–19. https://doi.org/10.1007/978-3-319-58304-4_1

Chumaceiro, A. (2013). Políticas internacionales, nacionales y políticas públicas tributarias en Venezuela como promotoras de la responsabilidad social de las empresas. Tesis de Grado. Doctorado en Ciencias Políticas. Universidad Privada Dr. Rafael Belloso Chacín. Venezuela.

Fatma, M., Khan, I., & Rahman, Z. (2016). How does corporate association influence consumer brand loyalty? Mediating role of brand identification. Journal of Product & Brand Management, 25(7), 629–641. https://doi.org/10.1108/JPBM-07-2015-0932

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. The Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515

Glanfield, K., Ackfeldt, A.-L., & Melewar, T. C. (2018). Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets. Journal of General Management, 43(2), 63–69. https://doi.org/10.1177/0306307017740184

Guzmán, F., & Davis, D. (2017). The impact of corporate social responsibility on brand equity: consumer responses to two types of fit. Journal of Product & Brand Management, 26(5), 435–446. https://doi.org/10.1108/JPBM-06-2015-0917

Hernández, H., Muñoz, D., & Barrios, I. (2017). Estilos gerenciales y su influencia en la generación de valor de las Instituciones Prestadoras de Salud de la Región Caribe. ECONÓMICAS CUC, 38(1), 133-146. https://doi.org/10.17981/econcuc.38.1.06

Hernández, J., Chumaceiro, A. & Reyes, I. (2016). Estado y pertinencia social universitaria en Venezuela. Aproximación al desarrollo endógeno. En el libro: Estado, universidad y sociedad. Mirando la educación universitaria desde el desarrollo endógeno. Venezuela. Fondo editorial UNERMB. Cabimas. Venezuela.

Hernández-Leal, E. J., Duque-Méndez, N. D., & Moreno-Cadavid, J. (2017). Big Data: una exploración de investigaciones, tecnologías y casos de aplicación. TecnoLógicas, Vol. 20, pp. 15–38. https://doi.org/10.22430/22565337.685

Jaju, A. (2006). Consumer Evaluations of Corporate Brand Redeployments. Journal of the Academy of Marketing Science, 34(2), 206–215. https://doi.org/10.1177/0092070305284989

Jo Hatch, M., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041–1064. https://doi.org/10.1108/03090560310477654

Kadi, O., & Acevedo, Á. (2014). Liderazgo ético frente a la diversidad cultural dentro de las organizaciones con régimen disciplinario. ECONÓMICAS CUC, 35(2), 75-88. Recuperado a partir de https://revistascientificas.cuc.edu.co/economicascuc/article/view/522

Kavaratzis, M. (2005). Place Branding: A Review of Trends and Conceptual Models. The Marketing Review, Vol. 5, pp. 329–342. https://doi.org/10.1362/146934705775186854

Kay, M. J. (2006). Strong brands and corporate brands. European Journal of Marketing, 40(7/8), 742–760. https://doi.org/10.1108/03090560610669973

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1. https://doi.org/10.2307/1252054

Khojastehpour, M., & Johns, R. (2015). The role of MNC’s subsidiaries in creating multinational corporate brand. Journal of Strategic Marketing, 23(6), 512–525. https://doi.org/10.1080/0965254X.2014.1001861

Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203–217. https://doi.org/10.1016/j.ijresmar.2003.12.003

Luo, X., & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1–18. https://doi.org/10.1509/jmkg.70.4.1

Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality. Journal of Business Ethics: JBE, 148(4), 721–740. https://doi.org/10.1007/s10551-015-2985-6

Martínez, D. A. L., & Arenas, D. A. M. (2019). Políticas de salud pública para la prevención y el tratamiento de la enfermedad vascular cerebral: una revisión sistemática por medio de la metodología ToS (Tree of Science). Medicina U.P.B, 38(2), 129–139. https://doi.org/10.18566/medupb.v38n2.a05

Medina, J., Ojeda-Aciego, M., Verdegay, J. L., Perfilieva, I., Bouchon-Meunier, B., & Yager, R. R. (Eds.). (2018). Information Processing and Management of Uncertainty in Knowledge-Based Systems. Applications: 17th International Conference, IPMU 2018, Cádiz, Spain, June 11-15, 2018, Proceedings, Part III. https://doi.org/10.1007/978-3-319-91479-4

Melewar, T. C., Gotsi, M., & Andriopoulos, C. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing, 46(5), 600–608. https://doi.org/10.1108/03090561211235138

Mingione, M. (2015). Inquiry into corporate brand alignment: a dialectical analysis and directions for future research. Journal of Product & Brand Management, 24(5), 518–536. https://doi.org/10.1108/JPBM-05-2014-0617

Mohan, M., Voss, K. E., Jiménez, F. R., & Gammoh, B. S. (2018). Corporate brands as brand allies. Journal of Product & Brand Management, 27(1), 41–56. https://doi.org/10.1108/JPBM-01-2016-1080

Montoya-Restrepo, L., Sanchez-Torres, J., Rojas-Berrio, S., Castaño-Molano, J., & Montoya-Restrepo,

I. (2019). Percepción de una marca amor. Caso de la Universidad Nacional de Colombia. ECONÓMICAS CUC, 40(2), 117-138. https://doi.org/10.17981/econcuc.40.2.2019.08

Ohri, A. (2012). R for Business Analytics. Retrieved from https://play.google.com/store/books/details?id=D2Su4qomE4sC

Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of Brand Management, Vol. 9, pp. 294–314. https://doi.org/10.1057/palgrave.bm.2540079

Pecotich, A., & Ward, S. (2007). Global branding, country of origin and expertise. International Marketing Review, Vol. 24, pp. 271–296. https://doi.org/10.1108/02651330710755294

Pillai, A. (2012). Corporate branding literature: A research paradigm review. Journal of Brand Management, Vol. 19, pp. 331–343. https://doi.org/10.1057/bm.2011.43

Pratihari, S. K., & Uzma, S. H. (2018). CSR and corporate branding effect on brand loyalty: a study on Indian banking industry. Journal of Product & Brand Management, 27(1), 57–78. https://doi.org/10.1108/JPBM-05-2016-1194

Robledo, S., Osorio, G., & Lopez, C. (2014). Networking en pequeña empresa: una revisión bibliográfica utilizando la teoria de grafos. 11(2).

Schmidt, H. J., & Redler, J. (2018). How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy. Journal of Product & Brand Management, 27(2), 185–202. https://doi.org/10.1108/JPBM-05-2017-1473

Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. JMR, Journal of Marketing Research, 38(2), 225–243. https://doi.org/10.1509/jmkr.38.2.225.18838

Simonin, B. L., & Ruth, J. A. (1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. JMR, Journal of Marketing Research, 35(1), 30. https://doi.org/10.2307/3151928

Toro, J., & Rodríguez, M. del P. (2017). Formación en Ética en las Organizaciones: Revisión de la Literatura. Información Tecnológica, 28(2), 167–180. https://doi.org/10.4067/S0718-07642017000200018

Tsai, Y. H., Joe, S.-W., Lin, C.-P., Chiu, C.-K., & Shen, K.-T. (2015). Exploring corporate citizenship and purchase intention: mediating effects of brand trust and corporate identification. Business Ethics: A European Review, 24(4), 361–377. https://doi.org/10.1111/beer.12073

Tuškej, U., & Podnar, K. (2018). Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media. Journal of Product & Brand Management, 27(1), 3–17. https://doi.org/10.1108/JPBM-05-2016-1199

Uggla, H. (2006). The corporate brand association base: A conceptual model for the creation of inclusive brand architecture. European Journal of Marketing, 40(7/8), 785–802. https://doi.org/10.1108/03090560610669991

Urde, M. (2003). Core value‐based corporate brand building. European Journal of Marketing, 37(7/8), 1017–1040. https://doi.org/10.1108/03090560310477645

Urde, M. (2009a). Uncovering the corporate brand’s core values. Management Decision, 47(4), 616–638. https://doi.org/10.1108/00251740910959459

Urde, M. (2009b). Uncovering the corporate brand’s core values. Management Decision, 47(4), 616–638. https://doi.org/10.1108/00251740910959459

Voss, K. E., & Mohan, M. (2016). Corporate brand effects in brand alliances. Journal of Business Research, 69(10), 4177–4184. https://doi.org/10.1016/j.jbusres.2016.03.007

Wasserman, S., & Faust, K. (1994). Social Network Analysis: Methods and Applications. Cambridge University Press.

Zuluaga, M., Robledo, S., Osorio Zuluaga, G. A., Yathe, L., Gonzalez, D., & Taborda, G. (2016). Metabolómica y Pesticidas: Revisión sistemática de literatura usando teoría de grafos para el análisis de referencias. Nova, 14(25), 121. https://doi.org/10.22490/24629448.1735

Zuluaga, M., Yathe, L., Gonzalez, D., Taborda, G., Robledo, S., & Osorio-Zuluaga, G. A. (2016). Metabolómica y Pesticidas: Revisión sistemática de literatura usando teoría de grafos para el análisis de referencias. NOVA, 14(25).

Downloads

Published

2019-11-08

How to Cite

Buitrago, S., Duque, P. L., & Robledo, S. (2019). Corporate Branding: a bibliographic review. ECONÓMICAS CUC, 41(1), 143–162. https://doi.org/10.17981/econcuc.41.1.2020.Org.1

Issue

Vol. 41 No. 1 (2020)

Section

Articles: Administration, Organization and Methods

License

Copyright (c) 2020 Sebastián Buitrago, Pedro Luis Duque, Sebastián Robledo

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

You are free to:

  1. Share — copy and redistribute the material in any medium or format
  2. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. NonCommercial — You may not use the material for commercial purposes .
  3. NoDerivatives — If you remix, transform, or build upon the material, you may not distribute the modified material.
  4. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.