Objectives: Corporate brand measurement

 

The purpose of this study was to determine differences in extreme response to rating scales between cultures/nations in a measure of corporate reputation. Separate surveys examined differences in resp ...

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as t ...

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This paper introduces a percepti ...

In service industries, customer relationships are built on experiences – good and bad. If the experience doesn’t live up to the brand promise then the relationship will fail. This paper argues that th ...

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) – one of Australia’s largest commercial banks. This approach has incorporat ...

Market research is playing an increasingly important role in corporate identity programmes. Such programmes call for action-oriented research to guide specific decisions on current and desired image, ...

The authors suggest that corporate brand research lacks an empirically-based theoretical foundation, and suffers from ‘over-quantification’ when dealing with consumers’ beliefs, perceptions and values ...