Medya ve ulaşım teknolojilerinin gelişmesiyle ortaya çıkan zaman geçtikçe kendisini daha fazla hissettiren küreselleşme olgusu, 1980’li yıllarda itibaren yeni pazarların keşfedilmesini küresel ölçekte finansal büyümeleri beraberinde getirmiştir. Bunun sonucunda özellikle ABD’de şirketler kurulmuş, bazılar el değiştirmiş, bazıları ise birleşmişlerdir. Dolayısıyla profesyonel uygulayıcıların yoğu...

2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differe...

R ecently, companies have been experiencing a period where the corporate identity landscape has become more active and more crowded. For example: • Mergers, spin-offs, acquisitions, and alliances have led to many new or meaningfully changed companies, in turn calling for new identities by name and/or business focus. • The proliferation of dot.com and new technology companies created many new (a...

The review of the literature reveals various relationships between the constructs of social identity, customer trust, and customer loyalty. Such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. From this perspective, the purpose of this study is to evaluate the mediating role of cust...

Purpose: Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to investing in developing strong and effective business-tobusiness relationships. While an extensive literature examines the different dimensions of successful business-to-business relat...