, Volume 34, Issue 2, pp 95-98

Corporate branding, identity, and customer response

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Peter A. Dacin (pdacin@business.queensu.ca) is the Nabisco Brands Professor of Marketing at Queen’s University in Kingston, Ontario, Canada. He received his Ph.D. from the University of Toronto. His primary teaching and research interests lie in the areas of corporate associations, identity and reputation, consumer and managerial judgment formation, and research methods and design. He has also published in the area of sales force management. His research has appeared in several leading journals, including theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, and theJournal of Consumer Research. In addition, he has published in numerous conference proceedings. He has served as the chair of the American Marketing Association’s Consumer Behavior Special Interest Group, serves on the Academic Council of the American Marketing Association, and is cofounder (with Tom Brown) of the Corporate Identity/Associations Research Group.
Tom J. Brown (tomb@okstate.edu) is Ardmore Professor of Business Administration and a professor of marketing at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. His articles have appeared in leading marketing journals, including theJournal of Marketing Research, theJournal of Marketing, theJournal of Consumer Research, and theJournal of the Academy of Marketing Science. His current research interests include the causes and effects of corporate associations and the customer orientation of service workers. He is cofounder (with Peter Dacin) of the Corporate Identity/Associations Research Group. Dr. Brown’s teaching interests include marketing research, services marketing, and corporate communications. He is a coauthor (with Gilbert A. Churchill, Jr.) ofBasic Marketing Research (5th ed., South-Western, 2004).