Skip to main content
SpringerLink
Log in
Book cover

Contemporary Thoughts on Corporate Branding and Corporate Identity Management pp 47–65Cite as

Palgrave Macmillan

Aligning Corporate Brand Perceptions: Does it Matter?

  • Chapter

  • 559 Accesses

Abstract

Corporate branding theorists view incongruency between the company and its consumers as undesirable and that it can have detrimental consequences for performance outcomes. However, the proposition of negative performance implications of corporate brand misalignment is yet to be empirically supported. This paper seeks to overcome this limitation through: 1) conceptualization and operationalization of misalignment in terms of the profile deviation; and 2) an empirical test of the performance impact of misalignment. The results of this study generally support the proposition that deviation from the manager-construed profile (referred to as a corporate perspective) has significant and negative implications for customer satisfaction and loyalty, thus raising the strategic importance of the alignment of corporate and consumer perspectives within corporate branding. An organization engaged in corporate branding in the Australian automotive industry was chosen as a unit of analysis.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aaker, D. A. (1991) Managing Brand Equity. Capitalizing on the Value of a Brand Name (New York: Free Press).

    Google Scholar 

  • Aaker, D. A. (2004) ‘Leveraging the Corporate Brand’, California Management Review, 46, pp. 6–18.

    Article  Google Scholar 

  • Andreassen, T. W. and B. Lindestad (1998) ‘The Effects of Corporate Image on the Formation of Customer Loyalty’, Journal of Services Research, 1, pp. 82–92.

    Article  Google Scholar 

  • Azoulay, A. and J. N. Kapferer (2003) ‘Do Brand Personality Scales Really Measure Brand Personality’, Brand Management, 11, pp. 143–55.

    Article  Google Scholar 

  • Balmer, J. M. T. (1998) ‘Corporate Identity and the Advent of Corporate Marketing’, Journal of Marketing Management, 14, pp. 963–96.

    Article  Google Scholar 

  • Balmer, J. M. T. and S. A. Greyser, (2002) ‘Managing the Multiple Identities of the Corporation’, California Management Review, 44, pp. 72–86.

    Article  Google Scholar 

  • Balmer, J. M. T. and E. R. Gray (2003) ‘Corporate Brands: What Are They? What of Them?’, European Journal of Marketing, 37, pp. 972–97.

    Article  Google Scholar 

  • Berens, G. and C. B. M. van Riel (2004) ‘Corporate Associations in the Academic Literature: Three Main Streams of Thought in the Reputation Measurement Literature’, Corporate Reputation Review, 7, pp. 161–78.

    Article  Google Scholar 

  • Brown, T. J. (1998) ‘Corporate Associations in Marketing: Antecedents and Consequences’, Corporate Reputation Review, 1, pp. 215–33.

    Article  Google Scholar 

  • Brucks, M., V. A. Zeithaml and G. Naylor (2000) ‘Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables’, Journal of Academy of Marketing Science, 28, pp. 359–74.

    Article  Google Scholar 

  • Burghausen, M. and Y. Fan (2002) ‘Corporate Branding in the Retail Sector: A Pilot Study’, Corporate Communications: An International Journal, 7, pp. 92–9.

    Article  Google Scholar 

  • Campbell, A. and K. Tawaday (1990) Mission and Business Philosophy (Oxford: Heinemann).

    Google Scholar 

  • Dacin, P. and J. J. Brown (2002) ‘Corporate Identity and Corporate Associations: A Framework for Future Research’, Corporate Reputation Review, 5, pp. 254–63.

    Article  Google Scholar 

  • Daffey, A. and R. Abratt (2002) ‘Corporate Branding in a Banking Environment’ Corporate Communications: An International Journal, 7, pp. 87–91.

    Article  Google Scholar 

  • Davies, G. and R. Chun (2002) ‘Gaps between the Internal and External Perceptions of the Corporate Brand’, Corporate Reputation Review, 5, pp. 144–58.

    Article  Google Scholar 

  • de Chernatony, L. (2000) ‘Developing Corporate Brand through Considering Internal and External Stakeholders’, Corporate Reputation Review, 3, pp. 268–74.

    Article  Google Scholar 

  • Doyle, P. (1992) ‘What Are Excellent Companies?’, Journal of Marketing Management, 8, pp. 101–16.

    Article  Google Scholar 

  • Dowling, G. (2001) Creating Corporate Reputations (Oxford University Press).

    Google Scholar 

  • Drazin, R. and A. van de Ven (1985) ‘Alternative Forms of Fit in Contingency Theory’, Administrative Science Quarterly, 30, pp. 514–39.

    Article  Google Scholar 

  • Einwiller, S. and M. Will (2002) ‘Towards an Integrated Approach to Corporate Branding — An Empirical Study’, Corporate Communication: An International Journal, 7, pp. 100–09.

    Article  Google Scholar 

  • Ferry, D. L. (1979) ‘A Test of a Task Contingent Model of Unit Structure and Efficiency’, Unpublished Doctoral Dissertation, University of Pennsylvania.

    Google Scholar 

  • Fombrun, C. J. (1996) Reputation: Realizing Values from the Corporate Image, (Boston: Harvard Business School Press).

    Google Scholar 

  • Gill, J. and P. Johnson (1991) Research Methods for Managers (London: Paul Chapman Publishing).

    Google Scholar 

  • Harris, F. and L. de Chernatony (2001) ‘Corporate Branding and Corporate Brand Performance’, European Journal of Marketing, 35, pp. 441–56.

    Article  Google Scholar 

  • Hatch, M. J. and M. Schultz (2001) ‘Are the Strategic Stars Aligned for Your Corporate Brand?’, Harvard Business Review, 79, pp. 128–34.

    Google Scholar 

  • Hatch, M. J. and M. Schultz (2003) ‘Bringing the Corporation into Corporate Branding’, European Journal of Marketing, 37, pp. 1041–64.

    Article  Google Scholar 

  • Hsieh, M.H., S. L. Pan and R. Sentiono (2004) ‘Product-, Corporate-, and Country-image Dimensions and Purchase Behavior: A Multicountry Analysis’. Journal of the Academy of Marketing Science, 32, pp. 251–70.

    Article  Google Scholar 

  • Ind, N. (1997) The Corporate Brand (Oxford: Macmillan).

    Book  Google Scholar 

  • Keller, K. L. (1993) ‘Conceptualizing, Measuring and Managing Customer-based Equity’, Journal of Marketing, 57, pp. 1–22.

    Article  Google Scholar 

  • Keller, K. L. (1998) Strategic Brand Management: Building, Measuring and Managing Customer-based Brand Equity (New Jersey: Prentice-Hall International).

    Google Scholar 

  • Keller, K. L. (2003) ‘Brand Synthesis: The Multidimensionality of Brand Knowledge’, Journal of Consumer Research, 29, pp. 595–60.

    Article  Google Scholar 

  • Knox, S., S. Maklan and K. Thompson (1999) ‘Pan-company Marketing and Process Management’, Irish Marketing Review, 12, pp. 36–45.

    Google Scholar 

  • Knox, S. and D. Bickerton (2003) ‘The Six Conventions of Corporate Branding’, European Journal of Marketing, 37, pp. 998–1116.

    Article  Google Scholar 

  • Larsson, R. (1993) ‘Case Study Survey Methodology: Quantitative Analysis of Patterns across Case Studies’, Academy of Management Journal, 36, pp. 1515–46.

    Article  Google Scholar 

  • Mohr, L. A. and M. Bitner (1991) ‘Mutual Understanding between Customers and Employees in Service Encounters’, Advances in Consumer Research, 18, pp. 611–71.

    Google Scholar 

  • Olins, W. (1989) Corporate Identity: Making Business Strategy Visible through Design (London: Thames and Hudson).

    Google Scholar 

  • Park, C. W., B. J. Jaworski and D. J. MacInnis (1986) ‘Strategic Brand Concept — Image Management’, Journal of Marketing, 50, pp. 135–45.

    Article  Google Scholar 

  • Rao, V. R., M. K. Agarwal and D. Dahlhoff (2004) ‘How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?’, Journal of Marketing, 68, pp. 126–41.

    Article  Google Scholar 

  • Samli, C. A., P. J. Kelly and K. H. Hunt (1998) ‘Improving the Retail Performance by Contrasting Management and Customer-perceived Store Images: A Diagnostic Tool for Corrective Action’, Journal of Business Research, 43, pp. 27–38.

    Article  Google Scholar 

  • Saunders, J. and F. Guoqun (1997) ‘Dual Branding: How Corporate Brands Add Value’, Journal of Product and Brand Management, 6, pp. 40–48.

    Article  Google Scholar 

  • Schoenfelder, J. and P. Harris (2004) ‘High-tech Corporate Branding’, Qualitative Marketing Research: An International Journal, 7, pp. 91–9.

    Article  Google Scholar 

  • Schultz, M. and L. de Chernatony (2002) ‘The Challenges of Corporate Branding’. Corporate Reputation Review, 5, pp. 105–12.

    Article  Google Scholar 

  • Stern, B. B., G. M. Zinkhan and B. H. Morris, ‘The Netvertising Image: Netvertising Image Communication Model (NICM) and Constant Definition’, Journal of Advertising, 31, pp. 15–28.

    Google Scholar 

  • Urde, M. (2003) ‘Core Value-based Corporate Brand Building’, European Journal of Marketing, 37, pp. 1017–40.

    Article  Google Scholar 

  • van de Ven, A. H. and R. Drazin (1985) ‘The Concept of Fit in Contingency Theory’, in L. L. Cummings and B. M. Staw (eds) Research in Organizational Behavior (New York: JAI Press) pp. 333–65.

    Google Scholar 

  • Vázquez, R., A. B. D. Río and V. Iglesias (2002) ‘Consumer-based Brand Equity: Development and Validation of a Measurement Instrument’, Journal of Marketing Management, 18, pp. 27–48.

    Article  Google Scholar 

  • Venkatraman, N. (1989) ‘The Concept of Fit in Strategy Research: Toward Verbal and Statistical Correspondence’, The Academy of Management Review, 14, pp. 423–44.

    Google Scholar 

  • Venkatraman, N. (1990) ‘Performance Implications of Strategic Co-alignment: A Methodological Perspective’, Journal of Management Studies, 27, pp. 19–41.

    Article  Google Scholar 

  • Venkatraman, N. and J. E. Prescott (1990) ‘Environment-strategy Co-alignment: An Empirical Test of Its Performance Implications’, Strategic Management Journal, 11, pp. 1–23.

    Article  Google Scholar 

  • Vorhies, D. W. and N. A. Morgan (2005) ‘Benchmarking Marketing Capabilities for Sustainable Competitive Advantage’, Journal of Marketing, 69, pp. 80–94.

    Article  Google Scholar 

  • Yoon, E., H. J. Guffey and V. Kijewski (1993) ‘The Effects of Information and Company Reputation on Intentions to Buy a Business Service’, Journal of Business Research, 27, pp. 215–28.

    Article  Google Scholar 

  • Yin, R. K. (2002) Case Study Research. Design and Methods, Applied Social Research Method Series, Third Edition (Thousand Oaks: Sage Publications).

    Google Scholar 

  • Zikmund, W. G. (1997) Business Research Methods, Fifth Edition (Fort Worth: Dryden).

    Google Scholar 

Download references

Authors
  1. Tatiana Anisimova
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Felix Mavondo
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Brunel Business School, UK

    T. C. Melewar

  2. ITU Faculty of Management, Turkey

    Elif Karaosmanoğlu

Copyright information

© 2008 Tatiana Anisimova and Felix Mavondo

About this chapter

Cite this chapter

Anisimova, T., Mavondo, F. (2008). Aligning Corporate Brand Perceptions: Does it Matter?. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_4

Download citation

Publish with us

Policies and ethics

Search

Navigation