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Journal articles on the topic 'Corporate Branding Services in Doha'

Author: Grafiati
Published: 5 June 2025
Last updated: 1 August 2025

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1

McDonald, Malcolm H. B., Leslie de Chernatony, and Fiona Harris. "Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model." European Journal of Marketing 35, no. 3/4 (2001): 335–52. http://dx.doi.org/10.1108/03090560110382057.

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Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast‐moving consumer goods (FMCG) approach to bra
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Cassy Masaquiza, Pedro Enoc, Geovanny Fabricio Rios Lara, and Diego Esteban Sanchez. "Corporate branding and its impact on financial services institutionsv." Minerva 3, no. 9 (2022): 46–53. http://dx.doi.org/10.47460/minerva.v3i9.72.

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Corporate branding represents the way in which users visualize a company, therefore, it is extremely important that institutions, organizations, and companies in general, evaluate corporate branding with some regularity and in this way be able to define the weaknesses that their brand may have. and make the necessary corrections. In this work, an analysis of corporate branding in financial institutions of the cooperative type has been carried out. For this, several cooperatives were evaluated in order to know the perception that the partners have in relation to the image of the entity. The mai
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Nastiti, Dinda Maisya, Nadya Syavaranti, and Akhmad Edhy Aruman. "The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service." Journal of Consumer Sciences 6, no. 1 (2021): 40–61. http://dx.doi.org/10.29244/jcs.6.1.40-61.

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PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The re
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Purnomo, Agus. "BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR." MIX: JURNAL ILMIAH MANAJEMEN 9, no. 2 (2019): 312. http://dx.doi.org/10.22441/mix.2019.v9i2.005.

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This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a
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Csák, Krisztián, and Csilla Juhász. "A modern branding szakirodalmi vizsgálata." International Journal of Engineering and Management Sciences 10, no. 1 (2025): 63–73. https://doi.org/10.21791/ijems.2025.05.

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In the modern business landscape, branding goes beyond identifying products and services; it has become a crucial factor for corporate success. The leadership branding, and employer branding emerges as a key strategic tool in gaining competitive advantage, fostering loyalty, and enhancing engagement. Personal branding, as the conscious presentation of individual values and capabilities, supports leaders in strengthening credibility and trust. Leadership branding encapsulates a leader’s personality and style, serving as an inspiring example within the organization. Moreover, employer branding r
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Kumar Tyagi, Lokinder, Ankit Gupta, and Gurjit Singh. "Digital Branding and its Impact on Psychology of Youth and Middle Aged People in Delhi NCR." Global Journal of Enterprise Information System 8, no. 3 (2017): 6. http://dx.doi.org/10.18311/gjeis/2016/15739.

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Branding is an understanding or a position established by a team in any Company with the consent of customers with excellent and effective communication, services and products. The right branding of any company may lead to success or negligence on branding efforts may cause to failure. The impact of brand will reduce competition, unreachable products & services and also avoid customer’s dissatisfaction. In the present age of globalization, digital branding has emerged as a one of very strong tool for direct marketing. With digital marketing a company can communicate straight and intera
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BRICIU, A., and V. A. BRICIU. "A CULTURAL PERSPECTIVE ON BRANDS AND SYMBOL AFFIRMATION. THE THEORY OF CULTURAL AND ICONIC BRANDING REVIEWED." SERIES VII - SOCIAL SCIENCES AND LAW 13(62), no. 1 (2020): 93–102. http://dx.doi.org/10.31926/but.ssl.2020.13.62.1.10.

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The purpose of this article is to provide an in-depth approach to the theoretical issues stated about brands and branding from a cultural perspective. Following contemporary debates in defining the concept of brand and branding in relation to various marketing and organizational communication definitions, branding models that can be used in relation to places, in general, have been highlighted over time: the consumer branding model inspired by the functional tradition of the theoretical and practical marketing approaches, used and applied on products or services and the organizational or corpo
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Khan, Imran, Zillur Rahman, and Mobin Fatma. "The concept of online corporate brand experience: an empirical assessment." Marketing Intelligence & Planning 34, no. 5 (2016): 711–30. http://dx.doi.org/10.1108/mip-01-2016-0007.

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Purpose – The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed hypothesis. Findings – Results confirmed five dimension
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Rowley, Jennifer. "Managing branding and corporate image for library and information services." Library Review 46, no. 4 (1997): 244–50. http://dx.doi.org/10.1108/00242539710167922.

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Iryani, Endang, Mona Karina, and Mutmainatul Mardiyah. "Corporate Branding Assistance for the Cooperatives and Micro Business Service of Tangerang Regency." Jurnal Pemberdayaan Komunitas MH Thamrin 7, no. 1 (2025): 93–111. https://doi.org/10.37012/jpkmht.v7i1.2570.

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The Department of Cooperatives and Micro Enterprises plays a strategic role in supporting the growth of small and medium enterprises (SMEs) in Tangerang Regency. However, the success of its programs and services still faces challenges in terms of visibility, credibility, and attractiveness to the public and stakeholders. Therefore, strengthening corporate branding is a crucial aspect in enhancing the public image and communication effectiveness of the Department of Cooperatives and Micro Enterprises. This community service program aims to provide assistance in designing a professional and sust
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Siti, Ning Farida, and Azizah Nurul. "Optimization of Corporate Branding Strategy in Higher Education as the Marketing Sustainability: Study at Universitas Pembangunan Nasional (UPN) "Veteran" Jawa Timur." Journal of Economics and Business 2, no. 3 (2019): 910–18. https://doi.org/10.31014/aior.1992.02.03.138.

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The rise of the phenomenon of state institutions which are required to become independent both financially and management are forced to be competitive with each other, both from domestic and foreign private institutions. It's forcing the institution to improve the competitiveness both in terms of services and achievements to hold its existence in the current of global markets. UPN "Veteran" Jawa Timur is one of the new state institutions, which is expected to be independent in both, financial and management, and they use the brand "bela Negara" as the corporate branding
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Sallam, Methaq Ahmed. "The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity." International Journal of Marketing Studies 8, no. 1 (2016): 98. http://dx.doi.org/10.5539/ijms.v8n1p98.

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<p>Brand equity is an important issue in marketing construct, which has been shown to influence important marketing variables such as consumer's choice. The aim of this study is to explore the role of independent variables e.g. (brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. When the customers own positive aspects of a company and its product e.g. brand image, corporate branding they usually form brand equity and this lead them to have a choice from the products and services of the company. This study develops a framework that exp
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Nurizki, Akbar. "STRATEGI PEMBANGUNAN CITRA MELALUI KONTEN PRODUK LOKAL TIKTOK PADA DCT AGENCY." Indonesian Journal of Digital Public Relations (IJDPR) 2, no. 1 (2023): 52. http://dx.doi.org/10.25124/ijdpr.v2i1.6437.

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DCT Agency is an agency with services that accommodate brand image creation for local products through TikTok by involving content creators. The demand for brand image creation for local products and the role of TikTok content creators create an urgency for research on the topic. This research uses qualitative methods through interview and observation on DCT Agency. Data on this research is based on corporate identity, corporate communication, corporate image & reputation, and competitive advantage as analysis units and analysed through data reduction, data display, and verification. The r
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Olivares-Delgado, Fernando, Daniel Rodríguez-Valero, Alberto Pinillos-Laffón, and María Teresa Benlloch-Osuna. "Corporate naming from a branding perspective: an analysis of naming criteria applied to company names." International Journal of Scientific Management and Tourism 10, no. 2 (2024): e781. http://dx.doi.org/10.55905/ijsmtv10n2-023.

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This article analyses the views of branding professionals on the types of brand names for companies. Brand naming is an important part of corporate branding that is hardly addressed from an academic perspective. The few works on naming deal with products or services, but not with companies. Based on personal in-depth interviews and semi-structured questionnaires with renowned and prestigious experts from the professional branding sector, the relevance of common naming criteria for corporate brand names is measured. It is found that certain naming criteria seem to be more appropriate depending
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Stigel, Jørgen, and Søren Frimann. "City Branding – All Smoke, No Fire?" Nordicom Review 27, no. 2 (2006): 243–66. http://dx.doi.org/10.1515/nor-2017-0241.

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Abstract Successful corporate branding requires that questions related to communication, publicity, and organizational structures are addressed. An uncritical adoption of approaches known from traditional product branding will inevitably give problems as the properties of tangible commodities and services with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their population
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Ogrizek, Michel. "The effect of corporate social responsibility on the branding of financial services." Journal of Financial Services Marketing 6, no. 3 (2002): 215–28. http://dx.doi.org/10.1057/palgrave.fsm.4770053.

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Kantaryuk, G. V., M. L. Polovinkina, and E. A. Kantaryuk. "The role of corporate identity and functional load in a modern company." Innovative Economics and Law, no. 2 (2023): 6–12. http://dx.doi.org/10.53015/2782-263x_2023_2_6.

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Subject. The article is devoted to the development of the uniqueness of the corporate identity, its necessity, compliance with the values and mission of the company. Goal. Study corporate identity and its importance as a branding element that helps the company to create a unique image and attract more customers. The paper also examines the relationship between functional load and corporate identity. Method and methodology. The works are used as a methodological basis: 1. M. Rowden «Corporate Identity. Creating a successful corporate identity and visual communications in business». 2. D. Yadin
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Kusmayadi, Kusmayadi, and Eddy Supriyatna MZ. "Pengembangan Branding Arung Jeram di Bogor Barat (New Venture Creation)." Jurnal Manajemen Bisnis dan Kewirausahaan 6, no. 3 (2022): 324. http://dx.doi.org/10.24912/jmbk.v6i3.18675.

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The development of branding in this article is to examine strategies for the best implementation that can be applied to the design of branding and re-branding of Aligator Rafting tours in West Bogor. Branding is the giving of a name, term, sign, symbol, design, or a combination of these, which is made to identify the goods or services or groups of sellers and to differentiate them from those of competitors. The concepts used include; brand strategy, brand personality, and brand positioning which are then analyzed to determine branding design as well as branding design steps which are continued
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Sugiono, Shiddiq, and Maria Puspitasari. "Corporate Branding Organisasi Sektor Publik: Studi pada Technology Business Incubation Center Puspiptek." Jurnal Manajemen Teknologi 19, no. 3 (2020): 290–307. http://dx.doi.org/10.12695/jmt.2020.19.3.5.

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Abstract. Technology Business Incubation Center (TBIC) Puspiptek is a public sector organization that provides business incubation services to startup companies. Communicating the identity of the organization to stakeholders is one effort that can be done to build its own appeal compared to other organizations. This study aims to provide an overview and evaluate the TBIC Puspiptek corporate branding activities through alignment of the vision-culture-image (VCI) model. The method used in this research is descriptive analysis with a qualitative approach, while the research data were obtained thr
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Gilani, Hasan. "Corporate brand identity and employee brand citizenship behaviour: A conceptual framework." Marketing Review 19, no. 1 (2019): 51–84. http://dx.doi.org/10.1362/146934719x15633618140783.

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This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influenc
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Balmer, John M. T. "Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship." European Journal of Marketing 51, no. 9/10 (2017): 1462–71. http://dx.doi.org/10.1108/ejm-07-2017-0447.

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Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate mark
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Fauzan Rahmat Syawaldi, Christian Wiradendi Wolor, and Marsofiyati. "The Analysis of Pt Prometama Sarana Graha's Corporate Branding Strategy." International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM) 3, no. 1 (2025): 794–802. https://doi.org/10.21009/isc-beam.013.54.

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This study examines the role of communication in maintaining the consistency of a company's positive reputation, with a focus on PT Prometama Sarana Graha. A positive reputation is a valuable asset that directly impacts the long-term success of a company. Effective communication plays a crucial role in ensuring that the company's image remains positive in the eyes of the public, stakeholders, and consumers. Good communication is not only about how the company conveys information but also involves managing feedback and interactions with various audiences. In the case of PT Prometama Sarana Grah
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Brexendorf, Tim Oliver, and Kevin Lane Keller. "Leveraging the corporate brand." European Journal of Marketing 51, no. 9/10 (2017): 1530–51. http://dx.doi.org/10.1108/ejm-07-2017-0445.

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Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This
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Gunawan Aji, Ayu Wahyuning Ragil, Mari Patun Hasanah, and Naelu Sa’adah. "Perencanaan Strategi Korporasi Bidang Pariwisata Pada Injourney (PT Aviasi Pariwisata Indonesia (Persero))." Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis 2, no. 2 (2023): 105–15. http://dx.doi.org/10.55606/jupsim.v2i2.1310.

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Corporate strategy is a comprehensive or integrated strategy established based on the coordination of all areas within a company. The purpose of forming an organization is to achieve goals, whether for public or private organizations. This study aims to determine the corporate strategy of the state-owned enterprise Injourney (PT Aviasi Pariwisata Indonesia) Persero. Indonesian Journey or Injourney is a state-owned holding company in the aviation and tourism industry in Indonesia under the auspices of PT Aviasi Pariwisata Indonesia (Persero). The company's function is to conduct business activi
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Humenna, Oleksandra, and Nazar Bedii. "Corporate cultural responsibility as a component of company branding in Ukraine." Scientific Papers NaUKMA. Economics 7, no. 1 (2022): 41–47. http://dx.doi.org/10.18523/2519-4739.2022.7.1.41-47.

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The objective of the study is to reveal the essence and features of corporate cultural responsibility (CCR) and its role in managing the company’s brand.Research methods. The research is based on the Synthesis Methods, including comparative analysis, interpretation, and applying systematic research synthesis.Research results. The article reveals the need to introduce and use CSR as a branch of corporate social responsibility. The relevance of the study is due to the importance of using CCR in the formation of business and marketing strategies of companies and brands, which can provide economic
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Maier, Craig T. "Beyond Branding: Van Riel and Fombrun’s Corporate Communication Theory in the Human Services Sector." Qualitative Research Reports in Communication 17, no. 1 (2016): 27–35. http://dx.doi.org/10.1080/17459435.2015.1088892.

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Kumar, P. Naveen, Anil Jacob, and Smruthi Thota. "Impact of Healthcare Marketing and Branding on Hospital Services." International Journal of Research Foundation of Hospital and Healthcare Administration 2, no. 1 (2014): 19–24. http://dx.doi.org/10.5005/jp-journals-10035-1010.

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ABSTRACT Healthcare is one of the many human-centered services offered, the other being legal services, hospitality services, transport services, etc. The healthcare is also the foremost in all of these personal services. Every section of the healthcare experience must embody and convey the message that the hospital is the center of health and wellness in the community. The connection between healthcare provider and patient needs to be developed to improve the delivery model. However with the rise of healthcare costs to providers, increase in operating costs, informative and knowledgeable cust
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Apriyanti, Sela, Hanindyalaila Pienrasmi, and M. Denu Poyo. "ANALYSIS OF PORTALLNEWS.ID BRANDING COMMUNICATION IN BUILDING A BRAND IMAGE." Journal of Public Relations and Digital Communication (JPRDC) 1, no. 01 (2023): 1–12. http://dx.doi.org/10.24967/jprdc.v1i01.2497.

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In running a company, a good image or brand is needed so that consumers use the company's services and products. Branding communication is one way for companies to influence consumers to use the company's products or services, even though news portal companies are no exception. The focus of this research is how the new online news portal company builds a good brand or corporate image so that it can be known by the public, especially in Bandar Lampung. The approach in this study uses a qualitative descriptive approach to produce depth on how to build a brand image on an online news portal that
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Garba Saidu Masoud Ph.D. "Effect Of Corporate Branding on Sales Volume of Selected Manufacturing Firms In Kano State, Nigeria." UMYU Journal of Accounting and Finance Research 5, no. 1 (2023): 28–38. http://dx.doi.org/10.61143/umyu-jafr.5(1)2023.003.

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This study examines the effect of corporate branding on sales volume of manufacturing firms in Kano state, Nigeria. The population of this study is 1168 out of which a sample size of 369 was selected as sample size and a survey research design was employed. The study used multiple regression and the findings indicate that brand awareness significantly affect sales volume of manufacturing firms in Kano state, Nigeria. That there is a positive relationship between brand associations and sales volume of manufacturing firms in Kano state, Nigeria. That perceived quality significantly influences sa
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Sheikh, Alireza, and Ming Lim. "The making of brand attachment and brand meanings: the case of a UK engineering services firm." Marketing Intelligence & Planning 33, no. 6 (2015): 887–907. http://dx.doi.org/10.1108/mip-06-2014-0106.

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Purpose – The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders. Design/methodology/approach – The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm operating within the defense and artillery systems sector. In-depth interviews with managers and consultants at a cross-section of organizational levels along with thematic and reflexive interpretation of qualitative data have been carried ou
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Zhang, Jing, Yanxin Jiang, Rizwan Shabbir, and Miao Zhu. "How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms." Journal of Business & Industrial Marketing 31, no. 1 (2016): 83–98. http://dx.doi.org/10.1108/jbim-02-2014-0041.

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Purpose – The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand orientation has emerged as an attractive business philosophy for industrial service companies who believe that brand plays an influential role in delivering customer value and improving firm’s performance. However, the impact of brand orientation upon brand equity is not clear yet, and the active roles of multiple stakeholders in co-creating brand equity are lar
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Poplavskyi, Mykhailo. "Youth Professional Orientation: Branding Strategy of Kyiv National University of Culture and Arts." Ukrainian Information Space, no. 3 (June 1, 2019): 36–46. https://doi.org/10.31866/2616-7948.3.2019.171333.

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The article is devoted to the actual problem of higher educational establishment brand creating and raising with the help of branding tools and clarifying the peculiarities of professional orientation work as its strategy. Creation of applied developments and identification of reserves for increasing socio- strategic potential of higher education institutions’ brands are of particular relevance nowadays. To enhance the promotion of Kyiv National University of Culture and Arts as a branding strategy, professional orientation work among schools and colleges graduates, has been selected. Ta
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Fazil Ahmad, Muhamad, Aida Firdaus Muhammad Nurul Azmi, and Shukor Abd Razak. "Branding Image of Zero Food Waste Management Actions for Corporate Reputation Development." International Journal of Engineering & Technology 7, no. 4.34 (2018): 48. http://dx.doi.org/10.14419/ijet.v7i4.34.23579.

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Food waste is a global issue with environmental, social, and economic consequences. The problem with food waste has become more and more evident during recent years and a reduction of the waste would be one important step towards a more sustainable society. Food waste is a global issue with environmental, social, and economic consequences. As fast food industry strives to develop distinctive identities, deeper understanding about topics such as brand identity, meaning, image, and reputation will enable brand owners to communicate more effectively with stakeholders including shareholders, custo
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Jasinta, Feren Andrian, and Roswita Oktavianti. "Strategi Komunikasi Pemasaran Terpadu dalam Pengambilan Keputusan Konsumen di Bidang Jasa Pendidikan." Prologia 3, no. 2 (2019): 423. http://dx.doi.org/10.24912/pr.v3i2.6381.

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Schools implement integrated marketing communication strategies to attract student candidates as consumers in selecting higher education services. Integrated marketing communication is a concept that involves six elements of personal communication, advertising, sales promotion, publicity and pr, corporate learning materials and corporate design. The study aims to recognize integrated marketing communication strategies in consumer decision making selecting educational services. The study uses a mixed method of quantitative and qualitative approaches. Quantitative data retrieval techniques using
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Robson, Julie, and Jillian Dawes Farquhar. "Recovering the corporate brand: lessons from an industry crisis." European Journal of Marketing 55, no. 7 (2021): 1954–78. http://dx.doi.org/10.1108/ejm-09-2019-0698.

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Purpose Building on crisis management studies, this study aims to advance research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding. Design/methodology/approach This study uses a single case of industry-dominant corporate brand in an enriched context through in-depth analysis of industry informant and secondary data. Findings The paper uncovers detail of corporate brand and stakeholder interactions directed towards recovering corporate brand and restoring trust in the industry. Research limitations/implications This stud
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Anumesh, Kariappa. "A Transformed Model of Brand-building for B-schools: An Indian Perspective." International Journal of Applied Engineering and Management Letters (IJAEML) 2, no. 1 (2018): 31–42. https://doi.org/10.5281/zenodo.1175948.

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MBA education in India is facing the same challenges as business. Upheaval of technology, changing customer expectations, global competition, online courses and societal responsibility are the major concerns. Failure to adapt to these challenges will question the academic contribution to business practice. Business school (B‐school) branding is crucial to distinguish the services provided by one B‐school from another. Considering the importance and relevance of adapting to the changing market forces, the purpose of this paper is to propose a conceptual model of brand‐building for Indian B‐scho
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Khvorostyanaya, A. S., A. I. Egorova, A. A. Maslov, and A. V. Kolupaeva. "The Kuzbass region strategic branding digitalization." Russian Journal of Industrial Economics 13, no. 3 (2020): 409–16. http://dx.doi.org/10.17073/2072-1633-2020-3-409-416.

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Governmental support in the formation of economic and intellectual potential of Kuzbass contributes to more comfortable conditions for development of business and improvement of life quality of the population. Strategic branding tools are an effective mechanism which allows building up long-term and trusting relationship with the local people and introducing certain values. The effect of external shocks including the COVID-19 pandemics on the functioning of social and economic spheres also reveal the necessity of their structural transformation and the need for raising digitalization level. Th
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A.M. Abu Daqar, Mohannad, Ahmad K.A. Smoudy, and Milan Constantinovits. "Employer Branding: Creating a Sustainable Recruitment Plan in Large Corporates." Modern Applied Science 13, no. 8 (2019): 9. http://dx.doi.org/10.5539/mas.v13n8p9.

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The aim of this study is to attract talented employees by using non-traditional recruitment methods, such as online professional business networks. These methods should encourage potential employees to apply and join these companies. It also allows the company to position its image in its potential customers’ minds. Hence, this research contributes to how to position an image in potential employee’s minds and motivate them to be part of the company. The main objective of this study is to investigate how to maintain a continuous demand from potential employees; accomplished
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Richardson, Benjamin J. "Green Illusions: Governing CSR Aesthetics." Windsor Yearbook of Access to Justice 36 (December 11, 2019): 3–35. http://dx.doi.org/10.22329/wyaj.v36i0.6065.

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This article makes a novel argument that governance of corporate environmental activities should recognize that the business corporation is an aesthetic phenomenon, including the environmental practices and communications undertaken in the name of “corporate social responsibility” [CSR]. Corporate identities and CSR practices are aesthetically projected through logos, trademarks, websites, the presentation of products and services, stylish offices, company uniforms, and other aesthetic artefacts. This corporate “branding” dovetails with the broader aestheticization of our pervasive media and c
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Zardari, Sajjad Ali, Sobia Sultan, and Ayaz Hussain. "examine impact of factors of employee branding on employee retention, with mediation of organizational identification." International journal of health sciences 7, S1 (2023): 2566–83. http://dx.doi.org/10.53730/ijhs.v7ns1.14543.

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In the ever-changing modern world, Pakistani healthcare and educational organizations must find a way to draw and keep top talent while still providing outstanding services. The research investigates the effects on employee retention of a number of employer branding factors, such as pay, job security, authority, work-life balance, corporate social responsibility, and brand reputation. The mediating role of organizational identity is taken into account in order to fully evaluate this relationship and offer insights into the overall impact of these variables on staff retention within Pakistani f
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Moradi, Dr Majid. "Factors Affecting Personal Branding in Accounting." Webology 19, no. 1 (2022): 4990–5006. http://dx.doi.org/10.14704/web/v19i1/web19335.

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Personal branding is an investment in personal professional development in a world where marketing can increasingly determine the fate of businesses and jobs more than ever. To have the desired personal brand, people should learn various characteristics through the acquisition of knowledge, skills, and experiences and apply them. Without professional, human, and perceptual skills, people cannot develop their personal brand domain. Branding is an approach for gaining power, differentiating between competitors, and maintaining customer loyalty. In today's environment, having a professional reput
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Borovyk, T. M., S. V. Ustychenko, T. H. Zalozna, and O. V. Voloshchenko. "Innovative educational environment as a branding tool." Marketing and Digital Technologies 1, no. 7 (2023): 96–106. http://dx.doi.org/10.15276/mdt.7.1.2023.7.

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The aim of the article. The aim of the article is to investigate the impact of an innovative educational environment on the formation of a positive image, reputation and promotion of an education institution brand. Analysis results. Building and managing a brand in today’s challenges is one of the key tasks of forming a sustainable position of an education institution, because it is the construction of an innovative educational environment that is aimed at implementing a development strategy and global collaboration. The article considers the activity of the Language center “Lingua Hub”, a str
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Hamed, Sara. "Habiba Community: brand management for a family business." Emerald Emerging Markets Case Studies 9, no. 2 (2019): 1–20. http://dx.doi.org/10.1108/eemcs-01-2019-0003.

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Learning outcomes Marketing and brand management examples used in classes usually revolve around publicly traded corporations. Students are expected to learn how to deal with branding problems that can arise in new types of organizations as family businesses. Case overview/synopsis The case study discusses a brand identity and brand management problem facing the Founder of Habiba Community, Maged El Said. Habiba Community is an initiative focusing on sustainability and giving back to community. Many foundations were established under Habiba Community, such as its beach lodge, organic farm and
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Shakoor, Uzma, Nailah Riaz, and Qasim Shafiq. "Constructing Identity in the Age of Late Capitalism: Consumerism and Hyperreal Desires in Mohsin Hamid's How to Get Filthy Rich in Rising Asia." Global Regional Review IX, no. III (2024): 64–74. http://dx.doi.org/10.31703/grr.2024(ix-iii).07.

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This study elucidates the examination of contemporary cultural activities that produce hyperreal images and the principles of Late Capitalism. The globalization of production and the commodification of many industries define "late capitalism" in contemporary society. Cultural habits might also alter identity. This research investigates the ways in which advertising, media, and branding fabricate fictitious consumer requirements and affect behavior. Currently, consumerism influences both corporate and personal identity. Mohsin Hamid's How to Be Rich Wealthy in Rising Asia analyzes the influence
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Zuykina, Kristina, and Tatiana Agababova. "Specifics of Personal Branding for a Public Relations Specialist." Theoretical and Practical Issues of Journalism 11, no. 3 (2022): 601–16. http://dx.doi.org/10.17150/2308-6203.2022.11(3).601-616.

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A personal brand helps to establish professional contacts, find a job easier and move up the career ladder faster. In Russian research practice, very little attention has been paid to the problem of the personal brand of public relations specialists, and our work is trying to partially fill this gap. During the study, ten in-depth interviews were conducted with top PR specialists. The interview had questions about the brand, professional ethics and solidarity to look at the issue from different angles. The study found what a personal brand is for speakers, what advantages it gives, what skills
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Gilani, Hasan, and Shabana Jamshed. "An exploratory study on the impact of recruitment process outsourcing on employer branding of an organisation." Strategic Outsourcing: An International Journal 9, no. 3 (2016): 303–23. http://dx.doi.org/10.1108/so-08-2015-0020.

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Purpose This paper aims to focus on “Recruitment Process Outsourcing” (RPO) as a key element of improvement in corporate brand of organisation through using the talent and capabilities of employees. This research explores the linkages and interconnection between the concepts of RPO and its contribution towards the employer branding process. The review of the literature on RPO and employer branding identifies an emergence of conceptual framework based around outsourcing effectiveness and its impact on employer branding. Design/methodology/approach Exploratory research was carried out using case
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Di Bella, Venere, and Nedal Al-Fayoumi. "Perception of stakeholders on corporate social responsibility of Islamic Banks in Jordan." EuroMed Journal of Business 11, no. 1 (2016): 30–56. http://dx.doi.org/10.1108/emjb-01-2015-0003.

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Purpose – The purpose of this paper is to explore the various perceptions of stakeholders on corporate social responsibility (CSR) of Islamic Banks in Jordan. Design/methodology/approach – The data are collected from multiple stakeholder groups of two Islamic Banks in particular: Jordan Islamic Bank for Finance and Investment and Islamic International Arab Bank. The methods adopted to examine the data are the descriptive analysis and analysis of variance. With regard to the purpose of this research, the concept of Islamic CSR and its dimensions have been considered as: rooted in the Islamic et
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Alt, Mónika Anetta, Zsuzsa Săplăcan, and József Berács. "Managerial framework for bank advertising." International Journal of Bank Marketing 37, no. 7 (2019): 1547–65. http://dx.doi.org/10.1108/ijbm-10-2018-0288.

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Purpose The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision. Design/methodology/approach The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial
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García Pineda, Vanessa, and Jackeline Andrea Macías Urrego. "Identifying The Innovation Capabilities Of Information And Communication Technologies Companies in the Context of an Emerging Country." Sociología y tecnociencia 15, no. 1 (2025): 16–38. https://doi.org/10.24197/st.1.2025.16-38.

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In recent years, the rapidly changing landscape of society and the economy has compelled organizations to adapt and innovate. Information and communication technologies (ICTs) have seen significant advancements in hardware and software. However, many companies within the ICT sector often overlook the need to infuse innovation into areas beyond ICT development and infrastructure. This study evaluates the innovation capabilities of medium-sized enterprises providing Information Technology Service Management (ITSM) in Medellín, Colombia. Utilizing a structural equation model, the study examined c
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Makhoul, Jihad, Catherine El Ashkar, Melissa Mialon, Anna Levy, Diana Sabbagh, and Rima Nakkash. "Benefits and risks: Views of humanitarian organizations in Lebanon on corporate assistance." PLOS Global Public Health 3, no. 11 (2023): e0002291. http://dx.doi.org/10.1371/journal.pgph.0002291.

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Compounding humanitarian and political crises within and across countries have been met with shrinking public resources for coordination, recovery, and mitigation. This resource constrained humanitarian environment presents opportunities for multinational corporations to supplement budgets and actively participate in new markets through connecting with humanitarian work. Given the well-established influence of corporations on public health, an assessment of industry funding to humanitarian assistance is necessary especially in the fragile context of Lebanon with a substantial refugee populatio
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