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    Article

    Corporate Identity Antecedents and Components: Toward a Theoretical Framework

    This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corpo...

    Philip J Kitchen, Marwa E Tourky, Dianne Dean… in Corporate Reputation Review (2013)

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    Article

    Cause Related Marketing: Develo** a Tripartite Approach with BMW

    In today's fiercely competitive world, cause related marketing (CRM) plays an important role in business. It is seen as an effective way to build brands, create product awareness, revitalize corporate values a...

    Ioanna Papasolomou, Philip J Kitchen in Corporate Reputation Review (2011)

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    Article

    Managing the Changes in Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella

    While the controversy continues over whether an organization should focus on corporate or product branding, this paper explains why corporate branding is the most likely scenario for most multi-national organi...

    Don E Schultz, Philip J Kitchen in Corporate Reputation Review (2004)

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    Article

    Corporate Reputation: An Eight-Country Analysis

    Corporate reputation, or the management of the corporate brand, is playing an increasingly important role in terms of the propensity of business to build and sustain market, mind, and heart shares of customers...

    Philip J Kitchen, Andrew Laurence in Corporate Reputation Review (2003)