Work

Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights

Year: 2019

Type: article

Abstract: This study scrutinizes how places meaningfully burnish corporate brand attractiveness and identification. To date, extant research adopts a mono-lateral, rather than multi-lateral perspective. Marshalling the corporate brand identification theoretical perspective, the findings make a theoretical advance by explicating how a nascent corporate brand can be enhanced through its positive associations with places. The research setting for this study was a newly-established business school and the research focused on international postgraduate students who are a key business school constituency. In this study, the tripartite place associations which meaningfully enhanced customer corporate brand attractiveness and identification were found to be country, city, and corporate locale.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2019.03.015

Authors: John M.T. Balmer, Rudiana Mahmoud, Weifeng Chen

Institutions: Brunel University of London, Damascus University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $1,872

OpenAlex ID: W2922049124

FWCI: 5.25

Cites: 184

Cited by: 26

Related to: 10