Journal of Brand Management

, Volume 19, Issue 4, pp 331–343 | Cite as

Corporate branding literature: A research paradigm review

  • Anandan PillaiEmail author
Original Article


This research article attempts to highlight the state of research paradigm applied to corporate branding (CB) literature. CB has been gaining increased importance in the marketing literature, as organizations consider it a vital strategy for various benefits such as talent pool generation, building brand image in customers’ minds, combating competition, increasing stakeholder value and so on. The research paradigm review of CB literature was conducted with reference to the Meredith et al (1989) framework. It has been noticed that the interpretive paradigm has been predominant, whereas logical positivist/empiricist paradigm has received less attention from the academicians and researchers. The paradigmatic gaps have been identified, and future recommendations have been suggested to guide future studies.


corporate branding research paradigm methodological review 



I acknowledge the efforts of reviewers who reviewed my manuscript in detail and I am thankful to them for providing valuable suggestions that have helped in improving the quality of the research article. I am very thankful to joint editors of the journal for considering my research article for publication. I am also thankful to Ms Gemma d’Arcy Hughes for her untiring continuous support during the review process.


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  1. 1.Management Development Institute, FPM OfficeGurgaonIndia

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