Marketplace footprints: connecting marketing communication and corporate brands

Harlan E. Spotts · Marc G. Weinberger

18 citations0/0 files storedEuropean Journal of Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Corporate Identity and Reputation

Abstract

Purpose – The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation).

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References

1995Managing Legitimacy: Strategic and Institutional Approaches 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1968Attitudinal effects of mere exposure.1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1991Managing Brand Equity 1991KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION.1996Reputation: Realizing Value from the Corporate Image 1999The Categorical Imperative: Securities Analysts and the Illegitimacy Discount

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2011Generation C: Content, Creation, Connections and Choice 2015How Publicity and Advertising spending Affect Marketing and Company Performance

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