Tim Brexendorf

WHU Otto Beisheim School of Management, Düsseldorf, Germany · Henkel Center for Consumer Goods (HCCG)

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies. PUBLISHED BY LEADING ACADEMIC PUBLISHER ROUTLEDGE, THIS BOOK SINCE 2016 HAS BEEN PUBLISHED IN PAPERBACK: Paperback: 9781138206069 £34.99 (also printed in hardbackL Hardback: 9780415662093 £95.00 Table of Contents Preface (John M. T. Balmer, Laura Illia and Almudena González del Valle) 1. Organizational Marketing: Its Nature and Strategic Significance? (John Balmer) 2. Corporate Communication and the Corporate Persona (Laura Illia and Stephen A. Greyser) 3. Managing Brands From Within (Almudena González del Valle) Part I: Managing Corporate Brands: Integrating them with Multiple and National Identities 4. Confucius meets Mao: The Changing Chinese National Identity and Implications for National Branding (Ying Fan) 5. Corporate Brand Intergration in Mergers and Acquisitions (Joachim Kernstock and Tim O. Brexendorf) Part II: An Employee Perspective to Brand and Identity Management 6. Relationships and Quality Management: The Pastificio Rana Case Study (Emanuele Invernizzi and Stefania Romenti) 7. Corporate Branding: An Employee Perspective (Helen Stuart and Belén Rodríguez Cánovas) Part III: Brand, CSR and Reputation 8. Successfully Establishing a Green Image for an Established Detergent Brand: The 'Small and Mighty' Case (Johan van Rekom and Gabriela Sinai) 9. Haven't we met Before?: An Investigation on the Influence of Familiarity on the Cognitive Process Underlying Reputation Formation (Simone Mariconda and Francesco Lurati) Reviews This is a timely, well conceived and informative book on corporate marketing and corporate communications that students, scholars and managers will find most insightful. Professor Leslie de Chernatony, Aston Business School Professor Balmer is one of the foundational thinkers on corporate marketing, particularly in the areas of identity, brands and strategy. This volume provides a scholarly but highly readable collection on the theory and practice of corporate marketing and much needed, fresh perspectives. Shirley Leitch, Swinburne Institute of Social Research, Australia

The International Symposium on Corporate Heritage was established in 2011 at Brunel University Business School, Brunel University London, London, UK by Professor John M.T. Balmer. It serves as a forum where marketing scholars and others can present and discuss advances in research and scholarship in the broad corporate heritage field (including the concepts of corporate heritage brands, corporate heritage identities, corporate heritage marketing, corporate heritage identification, organisatsional heritage etc). The conference has its origins in the formal introduction of the corporate heritage notion in the seminal paper on "Monarchies as Corporate Brands" by Balmer, Greyser and Urde (2006) and its more detailed exposition in "Brands with a Heritage" by Urde, Greyser and Balmer and where the differences between (a) heritage and history and (b) between corporate brands with a heritage and corporate heritage brands were articulated (both articles were published in the Journal of Brand Management). Since, its inception special editions on corporate heritage have been published in Corporate Communications: An International Journal (ed Balmer 2011) and the Journal of Brand Management (ed Balmer and Burghausen 2014): most articles were originally presented at the symposium. Since 2011 symposia have been held at Brunel University London on three instances and also at Jönköping University, Sweden; Hanken School of Economics Helsinki Finland and at Aix-Marseille University, Aix-en-Provence, France. This group is widely recognised to be at the cutting edge of research and scholarship apropos the broad corporate heritage notion and includes senior members of the Professoriate, Faculty along with PhD students.

The International Corporate Identity Group (ICIG) has held an annual symposium in most years since 1994. This compendium is based on the 12th symposium held in Slovenia. Originally in hard book format, this anthology now appears in paperback. The ICIG has as its aim to create scholarly and management of not only the corporate identity concept but other related constructs such as corporate brand, corporate image and reputation, corporate communications and the corporate marketing philsophy. Contemplating corporate marketing represents an important addition to the corporate-level marketing/communications domains. The book considers the nature of corporate marketing apropos an organisational wide philsophy, culture and orientation and, in addition, as a new and crucially important gestalt of the organisation which draws on corporate identity, corporate brand, corporate communications, corporate image and corporate reputation. The book includes significant contributions from a glittering line up of leading international scholars in the field and is edited by Dr Klement Podnar (the celebrated corporate communications scholar from Slovenia) and Professor John MT Balmer (the well known corporate identity, corporate brand and corporate marketing scholar from England).The contributions are based on learned papers delivered at the 12 International Corporate Identity Group (ICIG) held at Lake Bled in Slovenia (the first time an ICIG conference has taken place outside the UK and since then has been held in Denmark, Spain, Malaysia, South Africa and of course in the UK).Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications,corporate image, corporate reputation, and corporate branding have increasingly become focal and pivotal concerns for scholars and managers alike. This book is mindful of the above and the diverse (sometimes paradoxical) perspectives on the field. The ICIG was established by John MT Balmer and he is the Chairman and sole/joint conference organiser. Paperback: 9781138971684 pub: 2016-02-28 £30.00 x Hardback: 9780415577434 pub: 2010-06-30 £95.00 CONTENTS 1. Contemplating the Corporate Communications, Corporate Marketing and Identity Curricula - Celebrating 15 Years of the ICIG Symposium: 1994-2009 (Klement Podnar and John M.T. Balmer) 2. Weathervanes or Signposts? Constructs or Philosophy? Scrutinsing and Explicating Corporate Image, Corporate Identity, Corporate Communications, Corporate Reputation, Corporate Brands and Corporate Marketing (John M.T. Balmer) 3. Schools of Thought in Corporate Marketing – Traces and Future Perspectives (Joachim Kernstock and Tim Oliver Brexendorf) 4. The Missing Link in Corporate Marketing (Zlatko Jančič) 5. Corporate Social Responsibility and Corporate Identity: Potentials for Disciplinary Cross-Fertilization within Research and Teaching (Anne Ellerup Nielsen and Trine Susanne Johansen) 6. Consumer’s Identification with a Brand (Urška Tuškej and Klement Podnar) 7. Exploring How Organizational Identity is Affected by the Arrival of New Members (Laura Illia) 8. Holland’s Got Talent? The Relevance of Employer Branding in Job Advertisements for Becoming an Employer of Choice (Jan-Willem Schoonderbeek, Jorinde J.C. Westhoff, Kelta Meeusen and Wim J.L. Elving) 9. Generic Charisma – A Conceptualization and Measurement Tool Development (Ana Tkalac Verčič and Dejan Verčič) 10. Exploring the Relationship between Media Sentiments and Market Capitalisation in 32 FTSE-350 Firms (Temi Abimbola) 11. Corporate Communications in China: A Preliminary Study (Ying Fan) 12. Corporate Social Responsibility, Customer Trust and the Mediating Role of C-C Identification in the Banking Industry (Urša Golob and Klement Podnar) 13. How Do Companies Choose between Socially Responsible Suppliers? An Experimental Study (Joop-Joost Hietbrink, Guido Berens and Johan van Rekom) 14. Business Schools’ Use of CSR as a Corporate Marketing Strategy (Anne Ellerup Nielsen and Christa Thomsen)