User menu

Accès à distance ? S'identifier sur le proxy UCLouvain

Taking up the challenge of corporate branding: An integrative framework

Primary tabs

De Roeck, Kenneth [UCL] Maon, François Lejeune, Christophe

This study develops an integrative framework that refines and extends current understanding of corporate branding by highlighting its underlying processes and thereby offering guidance to companies on developing their corporate brand. The proposed integrative framework features a reassessment of the critical position of organizational identity in corporate branding. It also explicitly highlights the central role of an organization's construed and intended images in the design and implementation of a credible and successful corporate brand proposition that can foster stakeholders' organizational identification with and support of the organization. To complement our conceptual work and its theoretical propositions, we present an illustrative case study that contextualizes our framework and examines corporate branding practices at the furniture retailer IKEA and the challenges it faces. As a whole, this study helps unravel the key processes at play in corporate branding practices within a more manageable framework. © 2013 European Academy of Management.

Document type Article de périodique (Journal article) – Article de recherche
Access type Accès restreint
Publication date 2013
Language Anglais
Journal information "European Management Review" - Vol. 10, no. 3, p. 137-151 (2013)
Peer reviewed yes
Publisher JohnWiley & Sons Ltd.
e-issn 1740-4762
issn 1740-4754
Publication status Publié
Affiliation UCL - SSH/LouRIM - Louvain Research Institute in Management and Organizations
Links
  1. Aaker, Building strong brands (1996)
  2. Albert, Research in organizational behavior, 263 (1985)
  3. Antorini, Corporate branding: purpose/people/process, 57 (2005)
  4. Ashforth, Academy of Management Review, 14, 20 (1989)
  5. Bailly , O. J. M. Caudron D. Lambert 2006 Secrets hidden behind IKEA's wardrobes Le Monde Diplomatique 20 21
  6. Ballantyne David, Aitken Robert, Branding in B2B markets: insights from the service‐dominant logic of marketing, 10.1108/08858620710780127
  7. Balmer John M.T., Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog, 10.1108/03090560110694763
  8. Balmer John M.T., Corporate marketing myopia and the inexorable rise of a corporate marketing logic : Perspectives from identity‐based views of the firm, 10.1108/03090561111151781
  9. Bhattacharya C.B., Sen Sankar, Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies, 10.1509/jmkg.67.2.76.18609
  10. Borgerson Janet L., Schroeder Jonathan E., Escudero Magnusson Martin, Magnusson Frank, Corporate communication, ethics, and operational identity: a case study of Benetton, 10.1111/j.1467-8608.2009.01558.x
  11. Braw , E. 2012 What matters are your values, not your education Huffington Post www.huffingtonpost.com/elisabeth-braw/what-matters-are-your-val_b_1321500.html
  12. Brown Tom J., Dacin Peter A., The Company and the Product: Corporate Associations and Consumer Product Responses, 10.2307/1252190
  13. Brown T. J., Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology, 10.1177/0092070305284969
  14. Bürgi Peter T., Jacobs Claus D., Roos Johan, From Metaphor to Practice : In the Crafting of Strategy, 10.1177/1056492604270802
  15. Butler Richard, Stories and Experiments in Social Inquiry, 10.1177/017084069701800602
  16. Cable Daniel M., Turban Daniel B., The Value of Organizational Reputation in the Recruitment Context: A Brand-Equity Perspective, 10.1111/j.1559-1816.2003.tb01883.x
  17. Carmeli Abraham, Perceived External Prestige, Affective Commitment, and Citizenship Behaviors, 10.1177/0170840605050875
  18. Corporate Reputation and Competitiveness, ISBN:9780203218112, 10.4324/9780203218112
  19. De Roeck Kenneth, Delobbe Nathalie, Do Environmental CSR Initiatives Serve Organizations’ Legitimacy in the Oil Industry? Exploring Employees’ Reactions Through Organizational Identification Theory, 10.1007/s10551-012-1489-x
  20. Dhalvig, The IKEA edge: Building global growth and social good at the world's most iconic home store (2011)
  21. Dowling, Creating corporate reputations (2001)
  22. Dutton J. E., Dukerich J. M., KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION., 10.2307/256405
  23. Dutton Jane E., Dukerich Janet M., Harquail Celia V., Organizational Images and Member Identification, 10.2307/2393235
  24. Edvardsson, Values-based service for sustainable business - Lessons from IKEA (2009)
  25. Edvardsson Bo, Enquist Bo, Hay Michael, Values‐based service brands: narratives from IKEA, 10.1108/09604520610663471
  26. Eisenhardt K. M., Bourgeois L. J., POLITICS OF STRATEGIC DECISION MAKING IN HIGH-VELOCITY ENVIRONMENTS: TOWARD A MIDRANGE THEORY., 10.2307/256337
  27. Ferrell, Marketing strategy (2008)
  28. Fisher-Buttinger, Connective branding: Building brand equity in a demanding world (2008)
  29. Fombrun C., Shanley M., WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY., 10.2307/256324
  30. Gioia, Academy of Management Review, 25, 63 (2000)
  31. Handelman J. M., Corporate Identity and the Societal Constituent, 10.1177/0092070305284970
  32. Hatch Mary Jo, Schultz Majken, Relations between organizational culture, identity and image, 10.1108/03090569710167583
  33. Hatch, Harvard Business Review, 79, 128 (2001)
  34. Hatch Mary Jo, Schultz Majken, The Dynamics of Organizational Identity, 10.1177/0018726702055008181
  35. Jo Hatch Mary, Schultz Majken, Bringing the corporation into corporate branding, 10.1108/03090560310477654
  36. Hatch Mary Jo, Schultz Majken, Toward a theory of brand co-creation with implications for brand governance, 10.1057/bm.2010.14
  37. Hill J, Thinking about a more sustainable business — an Indicators approach, 10.1016/s1066-7938(00)00097-x
  38. Holt Douglas B., Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, 10.1086/339922
  39. Huber George P., Power Danial J., Retrospective reports of strategic-level managers: Guidelines for increasing their accuracy, 10.1002/smj.4250060206
  40. Humphrey, The real life guide to accounting research - A behind-the-scene view of using qualitative research methods (2004)
  41. IKEA 2011 Sustainability report 10 http://www.ikea.com/ms/sv_SE/about_ikea/pdf/ikea_ser_2010.pdf
  42. IKEA 2012a Do you share our values? www.ikea.com/ms/en_US/the_ikea_story/working_at_ikea/our_values.html
  43. IKEA 2012b Our business idea www.ikea.com/ms/en_US/about_ikea/the_ikea_way/our_business_idea/index.html
  44. Jones David A., Does serving the community also serve the company? Using organizational identification and social exchange theories to understand employee responses to a volunteerism programme, 10.1348/096317909x477495
  45. Kamprad, The testament of a furniture leader - A little IKEA dictionary (2007)
  46. Klein, No logo: Taking aim at the brand bullies (1999)
  47. Kling Katarina, Goteman Ingela, IKEA CEO Anders Dahlvig on international growth and IKEA's unique corporate culture and brand identity., 10.5465/ame.2003.9474809
  48. Kumar Nirmalya, Scheer Lisa, Kotler Philip, From market driven to market driving, 10.1016/s0263-2373(99)00084-5
  49. Larsson Rikard, Brousseau Kenneth R., Driver Michael J., Holmqvist Mikael, Tarnovskaya Veronika, Bengtsson Kenneth, Sandström Per-Arne, International growth through cooperation: Brand-driven strategies, leadership, and career development in Sweden., 10.5465/ame.2003.9474807
  50. Levinson, Harvard Business Review, 48, 139 (1970)
  51. Mael Fred, Ashforth Blake E., Alumni and their alma mater: A partial test of the reformulated model of organizational identification, 10.1002/job.4030130202
  52. Mahon John F., Corporate Reputation : Research Agenda Using Strategy and Stakeholder Literature, 10.1177/0007650302238776
  53. Maon François, Swaen Valérie, Lindgreen Adam, Impact of CSR commitments and CSR communication on diverse stakeholders: the case of IKEA, Global Challenges in Responsible Business ISBN:9780511777660 p.161-190, 10.1017/cbo9780511777660.008
  54. Merrilees B, Fry M-L, Corporate Branding: A Framework for E-retailers, 10.1057/palgrave.crr.1540175
  55. Merz Michael A., He Yi, Vargo Stephen L., The evolving brand logic: a service-dominant logic perspective, 10.1007/s11747-009-0143-3
  56. Miller , K. 2001 The Teflon shield Newsweek 36
  57. Miller, The China Business Review, 31, 36 (2004)
  58. Mitchell, Harvard Business Review, 80, 99 (2002)
  59. Morsing Mette, Corporate moral branding: limits to aligning employees, 10.1108/13563280610661642
  60. Muzellec Laurent, Lambkin Mary, Corporate rebranding: destroying, transferring or creating brand equity?, 10.1108/03090560610670007
  61. Palazzo Guido, Basu Kunal, The Ethical Backlash of Corporate Branding, 10.1007/s10551-006-9210-6
  62. Pitt Leyland F., Papania Lisa, In the words: Managerial Approaches to Exploring Corporate Intended Image through Content Analysis, 10.1177/030630700703200401
  63. Punjaisri Khanyapuss, Wilson Alan, Internal branding process: key mechanisms, outcomes and moderating factors, 10.1108/03090561111151871
  64. Riketta Michael, Organizational identification: A meta-analysis, 10.1016/j.jvb.2004.05.005
  65. Rindova, Identity in organizations: Developing theory through conversations, 62 (1998)
  66. Rowley, Academy of Management Review, 22, 887 (1997)
  67. Rumbo Joseph D., Consumer resistance in a world of advertising clutter: The case ofAdbusters, 10.1002/mar.10006
  68. Sen S., The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment, 10.1177/0092070305284978
  69. SIGGELKOW N., PERSUASION WITH CASE STUDIES., 10.5465/amj.2007.24160882
  70. Smidts A., Pruyn A. T. H., Van Riel C. B. M., THE IMPACT OF EMPLOYEE COMMUNICATION AND PERCEIVED EXTERNAL PRESTIGE ON ORGANIZATIONAL IDENTIFICATION., 10.2307/3069448
  71. Spjuth K. C. Holmström 2005 Educating Chinese consumers: A case study of IKEA and Absolut Vodka
  72. Stahl, MIT Sloan Management Review, 54, 25 (2012)
  73. Strauss, Basics of qualitative research (1998)
  74. Tajfel, Psychology of intergroup relations (1986)
  75. Tarnovskaya Veronika, Elg Ulf, Burt Steve, The role of corporate branding in a market driving strategy, 10.1108/09590550810911692
  76. TURBAN D. B., GREENING D. W., CORPORATE SOCIAL PERFORMANCE AND ORGANIZATIONAL ATTRACTIVENESS TO PROSPECTIVE EMPLOYEES., 10.2307/257057
  77. Turner, Rediscovering the social group: A self-categorization theory (1987)
  78. Vallaster, Aligning organizations along the corporate brand values in an intercultural context (2009)
  79. Vallaster Christine, Lindgreen Adam, Maon François, Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective, 10.1525/cmr.2012.54.3.34
  80. Riel Cees B.M. van, Balmer John M.T., Corporate identity: the concept, its measurement and management, 10.1108/03090569710167574
  81. Walsh Gianfranco, Beatty Sharon E., Customer-based corporate reputation of a service firm: scale development and validation, 10.1007/s11747-007-0015-7
  82. Yin, Case study research, design and methods (2003)
  83. Yu Xie Henry, Boggs David J., Corporate branding versus product branding in emerging markets : A conceptual framework, 10.1108/02634500610672099
  84. Zentes, Strategic retail management (2007)
  85. Aitken, Campaign, 50, 17 (2004)
  86. Hatch, Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding? (2008)
Bibliographic reference De Roeck, Kenneth ; Maon, François ; Lejeune, Christophe. Taking up the challenge of corporate branding: An integrative framework. In: European Management Review, Vol. 10, no. 3, p. 137-151 (2013)
Permanent URL http://hdl.handle.net/2078.1/163875