Citation
(2014), "2013 Awards for Excellence", Journal of Product & Brand Management, Vol. 23 No. 1. https://doi.org/10.1108/JPBM.09623aaa.002
Publisher
:Emerald Group Publishing Limited
2013 Awards for Excellence
Article Type: Editorial From: Journal of Product & Brand Management, Volume 23, Issue 1
The following article was selected for this year’s Outstanding Paper Award for Journal of Product & Brand Management
‘‘Corporate branding and transformational leadership in turbulent times’’
Hans Ruediger Kaufmann
School of Business, University of Nicosia, Nicosia, Cyprus
Demetris Vrontis
School of Business, University of Nicosia, Nicosia, Cyprus
Michael Czinkota
McDonough School of Business, Georgetown University, Washington, District of Columbia, USA
Alvin Hadiono
School of Business, University of Nicosia, Nicosia, Cyprus
Purpose – Environmental changes require higher levels of corporate authenticity when communicating with stakeholders. This is achieved by a congruence of stakeholder and brand identities. Focusing on employee identity, the purpose of this paper is to explain relationships of factors predicting brand-building behavior.
Design/methodology/approach – The study pursues a triangulation approach, applying case study and survey as research methods and telephone interviews and questionnaires as research techniques in the respective exploratory and explanatory research stages.
Findings – Confirmed by exploratory and explanatory research, the antecedent factors of behavioral branding have been elicited. Interestingly, marketing control reflected differentiated results compared to previous research. It showed the highest level of contribution to explain R square followed by role identity salience and value congruence. This factor also had the highest correlation value.
Research limitations/implications – Additional qualitative and quantitative research with increased sample size is suggested to validate the findings in diverse cross-cultural research settings.
Practical implications – The findings enable global marketing managers to more effectively relate to stakeholders by a holistic, empathetic and authentic corporate branding strategy execution.
Originality/value – The interdisciplinary study validates and further develops recent pioneering research by using different measurements, scales and sample scopes. This multidisciplinary research delineates innovative and integrated conceptualizations on corporate branding, identity and leadership and supports the call to upgrade the branding concept within the marketing discipline.
Keywords Behavioural branding, Change management, Corporate branding, Transformational leadership
http://www.emeraldinsight.com/10.1108/10610421211228810
This article originally appeared in Volume 21 Number 3, 2012, Journal of Product & Brand Management
The following articles were selected for this year’s Highly Commended Award
‘‘Consumer reaction to new package design’’
Gary R. Holmes, Audhesh Paswan
This article originally appeared in Volume 21 Number 2, 2012, Journal of Product & Brand Management
‘‘Individual differences in consumer responses to traditional versus virtual concept testing’’
Ling Peng, Geng Cui, Chunyu Li
This article originally appeared in Volume 21 Number 3, 2012, Journal of Product & Brand Management
‘‘The role of brand image congruity in Chinese consumers’ brand preference’’
Jing Hu, Xin Liu, Sijun Wang, Zhilin Yang
This article originally appeared in Volume 21 Number 1, 2012, Journal of Product & Brand Management