Corporate brand identity in higher education: a relational perspective

Barros, Teresa; Martins, F. Vitorino; Barandas, Hortensia Gouveia; Machado, J. C.

Publication

Corporate brand identity in higher education: a relational perspective

2013Conference object

dc.contributor.author	Barros, Teresa
dc.contributor.author	Martins, F. Vitorino
dc.contributor.author	Barandas, Hortensia Gouveia
dc.contributor.author	Machado, J. C.
dc.date.accessioned	2016-12-21T18:11:02Z
dc.date.available	2016-12-21T18:11:02Z
dc.date.issued	2013
dc.description.abstract	Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case corporate brands. Literature recognizes the influence of relationships between companies in identity management (Hakansson and Snehota, 1989, 1995; Hakansson and Ford, 2002). Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in corporate brand´s identity management and reputation. Also Keller and Lehman (2006) highlight relationships and costumer experience as two areas requiring more investigation. The authors argue that corporate brand´s identity can be developed under a relational perspective using relationships with other recognised brands in order to generate positive reputations in stakeholders. Based in relationship and corporate brand identity management, a framework is developed to identify how corporate brands select, develop and invest in relationships with other brands. The context of the proposed relationship concept is the services area (Dwyer et al, 1987; Moorman et al, 1992; Rauyruen et al, 2005 and Hennig-Thurau and Klee, 1997). An empirical qualitative research is designed using two reputational technological higher education institutions (two corporate brands) acting in Portuguese public higher education market.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	BARROS, Teresa; MARTINS, F. Vitorino; BARANDAS, Hortensia Gouveia; MACHADO, J.C. - Corporate brand identity in higher education: a relational perspective – In 8th Global Brand Conference of The Academy of Marketing’s Brand, Identity and Reputation SIG, Porto, Portugal, 03-05 Abril, 2013. - In Book of Abstracts from the 8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Porto: Academy of Marketing, 2013. [s.ISBN]. 4 p.	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.14/21147
dc.language.iso	eng	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Relationships	pt_PT
dc.subject	Brand	pt_PT
dc.subject	Identity	pt_PT
dc.subject	Corporate brands	pt_PT
dc.title	Corporate brand identity in higher education: a relational perspective	pt_PT
dc.type	conference object
dspace.entity.type	Publication
rcaap.rights	openAccess	pt_PT
rcaap.type	conferenceObject	pt_PT