publication . Conference object . 2014

Negative employee corporate brand identification: A case study of a prominent Malaysian University corporate brand

Syed alwi, SF; Balmer, JMT; CheHa, N; Yen, D;
Open Access English
  • Published: 01 Jan 2014
  • Country: United Kingdom
Abstract
The purpose of this paper is to investigate negative employee corporate brand identification towards a business school in Malaysia. The research marshals the nascent literature of corporate brand identification (Balmer and Liao 2007; Balmer, Liao and Wang 2008) which marked new ground by drawing on social identity theory in corporate branding contexts. Corporate brand identification is relatively new concept but has been recognized as very important facet of corporate marketing (Balmer and Liao 2007). Additionally, issues of corporate brand identification have been identified in the previous works to affect not only the consumers (Bhattacharya and Sen, 2003) but...
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