Student corporate brand identification: an exploratory case study

作者：John M.T. Balmer, Mei‐Na Liao · 发表于：Corporate Communications An International Journal · 年份：2007 · DOI：10.1108/13563280710832515 · 被引用次数：120 · 研究领域：Corporate Identity and Reputation、Management and Marketing Education、Consumer Behavior in Brand Consumption and Identification

Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia. 
\nMethodology: A theory-building case study within the phenomenological/ qualitative research tradition
\nFindings: The strength of student identification to a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflects different types of student relationships within the three institutions examined. We categorise these as follows: brand member (a contractual/legal relationship with a corporate brand); brand supporter (a trusting corporate brand relationship) and brand owner (an emotional ownership/relationship with the corporate brand). In explaining the above we view the above states in terms of a corporate brand identification management hierarchy which we categorise as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation.
\nResearch Limitations: The insights from a single, exploratory, case study might not be generalisable.
\nPractical Implications: We conceptualise that a bureaucratic/product management approach is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisati...