Managing corporate brands: a new approach to corporate communication
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Dt. Univ.-Verl.
2007
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Gabler-Edition Wissenschaft
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Zugl.: Tübingen, Univ., Diss., 2007 |
| Beschreibung: | XXIII, 322 S. 210 mm x 148 mm |
| ISBN: | 9783835007819 3835007815 |
Internformat
MARC
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|---|---|---|---|
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| 020 | |a 9783835007819 |c Pb. : ca. EUR 49.90 |9 978-3-8350-0781-9 | ||
| 020 | |a 3835007815 |c Pb. : ca. EUR 49.90 |9 3-8350-0781-5 | ||
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| 100 | 1 | |a Ormeño, Marcos O. |e Verfasser |0 (DE-588)133262804 |4 aut | |
| 245 | 1 | 0 | |a Managing corporate brands |b a new approach to corporate communication |c Marcos Ormeño |
| 250 | |a 1. Aufl. | ||
| 264 | 1 | |a Wiesbaden |b Dt. Univ.-Verl. |c 2007 | |
| 300 | |a XXIII, 322 S. |c 210 mm x 148 mm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Gabler-Edition Wissenschaft | |
| 500 | |a Zugl.: Tübingen, Univ., Diss., 2007 | ||
| 650 | 7 | |a Bedrijven |2 gtt | |
| 650 | 7 | |a Public relations |2 gtt | |
| 650 | 7 | |a Strategisch management |2 gtt | |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
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| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015724000&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-015724000 | ||
Datensatz im Suchindex
| _version_ | 1804136622249213952 |
|---|---|
| adam_text | Table
of
Contents
Foreword
...............................................................................................................
v
Preface
................................................................................................................
vii
Abstract
................................................................................................................ix
List of Abbreviations
..........................................................................................xv
List of Tables
....................................................................................................xvii
List of Figures
....................................................................................................xxi
Chapter
1.
Introduction
.......................................................................................................1
1.1.
Rationale
...................................................................................................1
1.2.
Statement of the Problem
.........................................................................4
1.3.
Purpose of the Research
...........................................................................7
1.4.
Outline of the Thesis
................................................................................7
2.
Foundations
.....................................................................................................11
2.1.
Corporate Brands and their Growing Importance
...................................11
2.1.1.
Brands
............................................................................................11
2.1.1.1.
Definition
..............................................................................11
2.1.1.2.
Classification according to level in a brand hierarchy
...........14
2.1.2.
Corporate brands
...........................................................................17
2.1.2.1.
Definition
..............................................................................17
2.1.2.2.
Object of a corporate brand
...................................................18
2.1.2.3.
Subjects of a corporate brand
................................................19
2.1.3.
Developments that have given rise to corporate brands
................22
2.1.3.1.
Market developments
............................................................23
2.1.3.2.
Company developments
........................................................30
2.2.
Corporate Communication and its Growing Importance
........................33
2.2.1.
Communication in organisations
...................................................33
2.2.1.1.
Definition
..............................................................................33
2.2.1.2.
Classification according to message presenter
......................34
јдј
Table of
Contents
2.2.2.
Corporate communication
..............................................................40
2.2.2.1.
Definition
...............................................................................40
2.2.2.2.
Classification into public relations and corporate
advertising
.............................................................................41
2.2.3.
Corporate advertising and ad-like communication activities
.........46
2.2.4.
The growth of corporate advertising and ad-like
communication activities
...............................................................50
2.3.
Summary
.................................................................................................56
3.
Behavioural Perspective
..................................................................................59
3.1.
Behavioural Foundations
........................................................................60
3.1.1.
Behavioural approach
....................................................................60
3.1.2.
Neo-behavioural paradigm
.............................................................61
3.1.3.
Corporate communication effects
..................................................63
3.2.
Behavioural Framework
..........................................................................67
3.2.1.
Corporate communication stimulus
...............................................67
3.2.2.
Corporate brand knowledge
...........................................................69
3.2.2.1.
Representing corporate communication effects as
corporate brand knowledge
...................................................70
3.2.2.2.
Dimensions of corporate brand knowledge
...........................71
3.2.3.
Constituency behaviour
.................................................................79
3.2.4.
Moderators of corporate communication effects
...........................82
3.2.4.1.
Constituency characteristics as moderators of corporate
communication effects
...........................................................83
3.2.4.2.
Stimulus characteristics as moderators of corporate
communication effects
...........................................................86
3.3.
Critique of the Behavioural Foundations and the Behavioural
Framework
..............................................................................................92
3.3.1.
Comparative critique
......................................................................92
3.3.1.1.
Brand equity frameworks
......................................................93
3.3.1.2.
Attitude formation frameworks
.............................................99
3.3.2.
Discussion of the framework
.......................................................104
3.4.
Summary
...............................................................................................109
4.
Managerial Perspective
.................................................................................113
4.1.
Managerial Foundations
........................................................................114
4.1.1.
Managerial approach
....................................................................114
4.1.2.
Corporate brand management
......................................................114
Table
of
Contents xiii
4.1.2.1. Review
of extant perspectives on corporate brand
management
........................................................................114
4.1.2.2.
Working definition
..............................................................122
4.1.3.
Managing the corporate brand through corporate advertising
and ad-like communication activities
..........................................125
4.1.3.1.
Importance of corporate advertising and ad-like
communication activities as a brand-building tool
..............125
4.1.3.2.
Major decision situations in corporate brand
management using corporate advertising and ad-like
communication activities
....................................................130
4.2.
Managerial Decision-Making Model
....................................................132
4.2.1.
Identifying the decision problem
.................................................132
4.2.2.
Modelling the problem structure
.................................................135
4.2.2.1.
Behavioural basis for structuring the tool selection
decision
...............................................................................136
4.2.2.2.
Structuring objectives
.........................................................138
4.2.2.3.
Identifying attributes
...........................................................140
4.2.2.4.
Modelling relationships between attributes and
objectives
............................................................................150
4.2.3.
Choosing the best alternative
.......................................................154
4.2.3.1.
Decision-making approaches to tool selection and their
limitations
...........................................................................155
4.2.3.2.
A heuristic technique for corporate communication
tool selection under conditions of certainty
........................158
4.2.3.3.
A heuristic technique for corporate communication
tool selection under conditions of uncertainty
.....................189
4.2.3.4.
Interaction among tool attributes
.........................................217
4.2.4.
Critique of the managerial model
................................................227
4.2.4.1.
Discussion of the decision problem
....................................227
4.2.4.2.
Discussion of the problem structure
....................................229
4.2.4.3.
Discussion of heuristic techniques
......................................232
4.2.4.4.
Discussion of practical considerations
................................235
4.3.
Illustrative Problem: Selecting Broad Corporate Communication
Tools
.....................................................................................................238
4.3.1.
Identifying the tool selection decision
.........................................239
4.3.2.
Modelling the structure of the tool selection decision
.................243
4.3.2.1.
Structuring brand objectives
...............................................243
4.3.2.2.
Identifying tool attributes
....................................................245
xiv
Table of Contents
4.3.2.3.
Modelling relationships between tool attributes and
brand objectives
...................................................................246
4.3.3.
Choosing the best communication tool
........................................249
4.3.3.1.
Assessing the importance of single brand objectives
..........252
4.3.3.2.
Assessing value functions over single attributes
.................256
4.3.3.3.
Assessing scaling constants
.................................................259
4.3.3.4.
Assessing the value function
...............................................262
4.3.3.5.
Discussion of the results
......................................................266
4.3.4.
Comparative critique of the illustrative model
.............................273
5.
Summary and Conclusions
............................................................................287
5.1.
Summary of the Thesis
.........................................................................287
5.2.
Implications for Practice
.......................................................................291
5.3.
Contributions to Theory
........................................................................293
5.4.
Suggestions for Further Research
.........................................................295
List of References
..............................................................................................301
Much attention has been paid recently to corporate brands
and corporate reputations. Although companies go to great
lengths to enhance their image in the minds of consumers,
investors, employees and other constituencies, current
research fails to explain how brand-building corporate
communication programmes should be designed.
Marcos
Ormeño
introduces both behavioural science
theory and decision analysis into corporate brand man¬
agement using corporate communication. He develops a
managerial decision-making model that outdoes existing
approaches for selecting communication tools due to its
high degree of
formalisation
and its strong behavioural
basis. An illustrative study supports the author s model
and shows the importance of communication in building a
corporate brand.
This book is a valuable reference for academics and
practitioners in the fields of marketing, corporate com¬
munication, public relations and brand management.
|
| adam_txt |
Table
of
Contents
Foreword
.
v
Preface
.
vii
Abstract
.ix
List of Abbreviations
.xv
List of Tables
.xvii
List of Figures
.xxi
Chapter
1.
Introduction
.1
1.1.
Rationale
.1
1.2.
Statement of the Problem
.4
1.3.
Purpose of the Research
.7
1.4.
Outline of the Thesis
.7
2.
Foundations
.11
2.1.
Corporate Brands and their Growing Importance
.11
2.1.1.
Brands
.11
2.1.1.1.
Definition
.11
2.1.1.2.
Classification according to level in a brand hierarchy
.14
2.1.2.
Corporate brands
.17
2.1.2.1.
Definition
.17
2.1.2.2.
Object of a corporate brand
.18
2.1.2.3.
Subjects of a corporate brand
.19
2.1.3.
Developments that have given rise to corporate brands
.22
2.1.3.1.
Market developments
.23
2.1.3.2.
Company developments
.30
2.2.
Corporate Communication and its Growing Importance
.33
2.2.1.
Communication in organisations
.33
2.2.1.1.
Definition
.33
2.2.1.2.
Classification according to message presenter
.34
јдј
Table of
Contents
2.2.2.
Corporate communication
.40
2.2.2.1.
Definition
.40
2.2.2.2.
Classification into public relations and corporate
advertising
.41
2.2.3.
Corporate advertising and ad-like communication activities
.46
2.2.4.
The growth of corporate advertising and ad-like
communication activities
.50
2.3.
Summary
.56
3.
Behavioural Perspective
.59
3.1.
Behavioural Foundations
.60
3.1.1.
Behavioural approach
.60
3.1.2.
Neo-behavioural paradigm
.61
3.1.3.
Corporate communication effects
.63
3.2.
Behavioural Framework
.67
3.2.1.
Corporate communication stimulus
.67
3.2.2.
Corporate brand knowledge
.69
3.2.2.1.
Representing corporate communication effects as
corporate brand knowledge
.70
3.2.2.2.
Dimensions of corporate brand knowledge
.71
3.2.3.
Constituency behaviour
.79
3.2.4.
Moderators of corporate communication effects
.82
3.2.4.1.
Constituency characteristics as moderators of corporate
communication effects
.83
3.2.4.2.
Stimulus characteristics as moderators of corporate
communication effects
.86
3.3.
Critique of the Behavioural Foundations and the Behavioural
Framework
.92
3.3.1.
Comparative critique
.92
3.3.1.1.
Brand equity frameworks
.93
3.3.1.2.
Attitude formation frameworks
.99
3.3.2.
Discussion of the framework
.104
3.4.
Summary
.109
4.
Managerial Perspective
.113
4.1.
Managerial Foundations
.114
4.1.1.
Managerial approach
.114
4.1.2.
Corporate brand management
.114
Table
of
Contents xiii
4.1.2.1. Review
of extant perspectives on corporate brand
management
.114
4.1.2.2.
Working definition
.122
4.1.3.
Managing the corporate brand through corporate advertising
and ad-like communication activities
.125
4.1.3.1.
Importance of corporate advertising and ad-like
communication activities as a brand-building tool
.125
4.1.3.2.
Major decision situations in corporate brand
management using corporate advertising and ad-like
communication activities
.130
4.2.
Managerial Decision-Making Model
.132
4.2.1.
Identifying the decision problem
.132
4.2.2.
Modelling the problem structure
.135
4.2.2.1.
Behavioural basis for structuring the tool selection
decision
.136
4.2.2.2.
Structuring objectives
.138
4.2.2.3.
Identifying attributes
.140
4.2.2.4.
Modelling relationships between attributes and
objectives
.150
4.2.3.
Choosing the best alternative
.154
4.2.3.1.
Decision-making approaches to tool selection and their
limitations
.155
4.2.3.2.
A heuristic technique for corporate communication
tool selection under conditions of certainty
.158
4.2.3.3.
A heuristic technique for corporate communication
tool selection under conditions of uncertainty
.189
4.2.3.4.
Interaction among tool attributes
.217
4.2.4.
Critique of the managerial model
.227
4.2.4.1.
Discussion of the decision problem
.227
4.2.4.2.
Discussion of the problem structure
.229
4.2.4.3.
Discussion of heuristic techniques
.232
4.2.4.4.
Discussion of practical considerations
.235
4.3.
Illustrative Problem: Selecting Broad Corporate Communication
Tools
.238
4.3.1.
Identifying the tool selection decision
.239
4.3.2.
Modelling the structure of the tool selection decision
.243
4.3.2.1.
Structuring brand objectives
.243
4.3.2.2.
Identifying tool attributes
.245
xiv
Table of Contents
4.3.2.3.
Modelling relationships between tool attributes and
brand objectives
.246
4.3.3.
Choosing the best communication tool
.249
4.3.3.1.
Assessing the importance of single brand objectives
.252
4.3.3.2.
Assessing value functions over single attributes
.256
4.3.3.3.
Assessing scaling constants
.259
4.3.3.4.
Assessing the value function
.262
4.3.3.5.
Discussion of the results
.266
4.3.4.
Comparative critique of the illustrative model
.273
5.
Summary and Conclusions
.287
5.1.
Summary of the Thesis
.287
5.2.
Implications for Practice
.291
5.3.
Contributions to Theory
.293
5.4.
Suggestions for Further Research
.295
List of References
.301
Much attention has been paid recently to corporate brands
and corporate reputations. Although companies go to great
lengths to enhance their image in the minds of consumers,
investors, employees and other constituencies, current
research fails to explain how brand-building corporate
communication programmes should be designed.
Marcos
Ormeño
introduces both behavioural science
theory and decision analysis into corporate brand man¬
agement using corporate communication. He develops a
managerial decision-making model that outdoes existing
approaches for selecting communication tools due to its
high degree of
formalisation
and its strong behavioural
basis. An illustrative study supports the author's model
and shows the importance of communication in building a
corporate brand.
This book is a valuable reference for academics and
practitioners in the fields of marketing, corporate com¬
munication, public relations and brand management. |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Ormeño, Marcos O. |
| author_GND | (DE-588)133262804 |
| author_facet | Ormeño, Marcos O. |
| author_role | aut |
| author_sort | Ormeño, Marcos O. |
| author_variant | m o o mo moo |
| building | Verbundindex |
| bvnumber | BV022517206 |
| classification_rvk | QP 345 QP 624 |
| ctrlnum | (OCoLC)182756002 (DE-599)DNB983607133 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. Aufl. |
| format | Book |
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| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV022517206 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T18:01:49Z |
| indexdate | 2024-07-09T20:59:19Z |
| institution | BVB |
| isbn | 9783835007819 3835007815 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015724000 |
| oclc_num | 182756002 |
| open_access_boolean | |
| owner | DE-12 DE-1051 DE-355 DE-BY-UBR DE-703 DE-2070s |
| owner_facet | DE-12 DE-1051 DE-355 DE-BY-UBR DE-703 DE-2070s |
| physical | XXIII, 322 S. 210 mm x 148 mm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Dt. Univ.-Verl. |
| record_format | marc |
| series2 | Gabler-Edition Wissenschaft |
| spelling | Ormeño, Marcos O. Verfasser (DE-588)133262804 aut Managing corporate brands a new approach to corporate communication Marcos Ormeño 1. Aufl. Wiesbaden Dt. Univ.-Verl. 2007 XXIII, 322 S. 210 mm x 148 mm txt rdacontent n rdamedia nc rdacarrier Gabler-Edition Wissenschaft Zugl.: Tübingen, Univ., Diss., 2007 Bedrijven gtt Public relations gtt Strategisch management gtt Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenpolitik (DE-588)4144679-3 s DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015724000&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015724000&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Ormeño, Marcos O. Managing corporate brands a new approach to corporate communication Bedrijven gtt Public relations gtt Strategisch management gtt Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4113937-9 |
| title | Managing corporate brands a new approach to corporate communication |
| title_auth | Managing corporate brands a new approach to corporate communication |
| title_exact_search | Managing corporate brands a new approach to corporate communication |
| title_exact_search_txtP | Managing corporate brands a new approach to corporate communication |
| title_full | Managing corporate brands a new approach to corporate communication Marcos Ormeño |
| title_fullStr | Managing corporate brands a new approach to corporate communication Marcos Ormeño |
| title_full_unstemmed | Managing corporate brands a new approach to corporate communication Marcos Ormeño |
| title_short | Managing corporate brands |
| title_sort | managing corporate brands a new approach to corporate communication |
| title_sub | a new approach to corporate communication |
| topic | Bedrijven gtt Public relations gtt Strategisch management gtt Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Bedrijven Public relations Strategisch management Markenpolitik Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015724000&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015724000&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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