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What and how to communicate about a corporate brand with the consumers: An exploratory study
16 references·1 citing·46 second hop
What and how to communicate about a corporate brand with the consumers: An exploratory study (2015)What and how to communicate about a corpo…Advances in Consumer Research (2025)Advances in Consumer ResearchCorporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance (2005)Corporate Associations and Co…Corporate brands: what are they? What of them? (2003)Corporate brands: what are th…Bringing the corporation into corporate branding (2003)Bringing the corporation into…The myth of the ethical consumer – do ethics matter in purchase behaviour? (2001)The myth of the ethical consu…Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility (2001)Does Doing Good Always Lead t…Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog (2001)Corporate identity, corporate…Whence Consumer Loyalty? (1999)Whence Consumer Loyalty?Assessing Measurement Invariance in Cross‐National Consumer Research (1998)Assessing Measurement Invaria…The Company and the Product: Corporate Associations and Consumer Product Responses (1997)The Company and the Product: …The measurement and antecedents of affective, continuance and normative commitment to the organization (1990)The measurement and anteceden…The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability (1990)The Impact of Services versus…On the Evaluation of Structural Equation Models (1988)On the Evaluation of Structur…Problems and Strategies in Services Marketing (1985)Problems and Strategies in Se…A Conceptual Model of Service Quality and Its Implications for Future Research (1985)A Conceptual Model of Service…Understanding Attitudes and Predicting Social Behavior (1980)Understanding Attitudes and P…Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands (2024)Unraveling corporate brand eq…A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (1980)Possessions and the Extended Self (1988)Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments (2000)Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? 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References

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  • 1980Understanding Attitudes and Predicting Social Behavior25,805 cited
  • 1985A Conceptual Model of Service Quality and Its Implications for Future Research21,635 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1990The measurement and antecedents of affective, continuance and normative commitment to the organization11,669 cited
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  • 2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog1,108 cited
  • 2003Corporate brands: what are they? What of them?860 cited
  • 1990The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability811 cited
  • 2003Bringing the corporation into corporate branding

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796 cited
  • 2005Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance744 cited
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    • 2024Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands10 cited