Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration

Corporate Brand Management in Higher Education: The Case of ERAU

Brand Trial After a Credibility Change

In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers' claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced b...

brand personality and corporate reputation influences on brand equity formation

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Custodianship and Reputation

I was given the task of accessioning Professor Max Crawford's private papers at the University of Melbourne Archives in the summer of 1993. The contradictions of his life emerged from the tattered suitcases and boxes that enclosed his correspondence, diaries and papers. Many of the papers and the mass of tutorial notes were randomly stored, but a semblance of order existed in the folders docume...

investment in brand reinforcement and credibility in advertising

recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral intentions. hypotheses were tested on data collected from 467 customers of mellat bank in semnan province in i...