Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry

This study advances current knowledge on building a brand strategy that includes corporate reputation. It employs three theories – value creation, strategic resources and corporate communication – to study the uses of corporate reputation and its effect on brand segmentation, brand differentiation and brand positioning. In the context of the Taiwanese pharmaceutical industry, a sequential mixed method approach is applied and data are analyzed using PLS SEM. Findings demonstrate the relative impacts of three uses of corporate reputation (value creation, strategic resources and corporate communication) on brand image strategy (brand segmentation, brand differentiation and brand positioning) and the implications are evaluated. This study discovers that the inclusion of medicine prices is necessary and that it negatively moderates the impact of the overall uses of corporate reputation on overall brand image strategy. This research contributes empirically as one of the few that tests reputation-and-branding-building models outside the USA and Europe

A holistic framework of corporate website favourability

This paper extends the current knowledge of corporate website favourability (CWF) by developing a comprehensive conceptual model of its influence on corporate image, corporate reputation, loyalty and identification. The paper reviews previous studies on corporate websites from the perspectives of marketing, management, corporate identity and corporate visual identity in order to inform our understanding of the antecedents and consequences of CWF. The propositions and the conceptual framework present an approach by which a corporation can design and manage a favourable corporate website. A number of important contributions are offered: First, the paper adds to the understanding of CWF; second, it discusses the antecedents of CWF by drawing upon the existing literature; third, it is beneficial for practitioners in shaping CWF strategies, and fourth, it offers possible consequences of CWF and provides a framework for future testing

Strategic planning and human resource management : at rainbow's end

http://deepblue.lib.umich.edu/bitstream/2027.42/35610/2/b137946x.0001.001.pdfhttp://deepblue.lib.umich.edu/bitstream/2027.42/35610/1/b137946x.0001.001.tx

Turning points : creating strategisc change in corporations

IndexBibl. : 245-278xiii, 286 hlm. : il. ; 24 cm

Turning points : creating strategic change in corporations/ Fombrun

xiii, 286 hal. ; 22 cm

Turning points : creating strategic change in corporations/ Fombrun

xiii, 286 hal. ; 22 cm