Skip to main content
SpringerLink
Log in

A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance

  • Chapter
Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Abstract

Research on corporate brand equity has not gained much attention from marketing scholars. This chapter aims to fill this gap in the literature by: 1) highlighting the importance of corporate brand equity; 2) proposing a measure for corporate brand equity; and 3) linking corporate brand equity with corporate performance. A conceptual model is presented which integrates the multiple stakeholders’ salient values in corporate brand equity valuation. By linking corporate brand equity components with elements of corporate performance, a framework is developed that sets the pace for a series of testable propositions. The chapter concludes with managerial implications, the challenges presented by the study and an agenda for future research.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aaker, D. (1996a) Building Strong Brands (New York: Free Press).

    Google Scholar 

  • Aaker, D. (1996b) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38 (3), pp. 102–20.

    Article  Google Scholar 

  • American Marketing Association (2008), ‘What are the Definitions of Marketing and Marketing Research’, accessed at http://www.marketingpower/com/4620.php, 29 May.

    Google Scholar 

  • Argenti, P. and B. Druckenmiller (2004) ‘Reputation and the Corporate Brand’, Corporate Reputation Review, 6 (4), pp. 368–74.

    Article  Google Scholar 

  • Atkinson, A. A., J. J. Waterhouse and R. B. Wells (1997) ‘A Stakeholder Approach to Strategic Performance Measurement’, Sloan Management Review, 38 (3), pp. 25–37.

    Google Scholar 

  • Baldauf, A., K. S. Cravens and G. Binder (2003) ‘Performance Consequences of Brand Equity Management: Evidence from Organizations in the Value Chain’, Journal of Product and Brand Management, 12 (4) pp. 220–36.

    Article  Google Scholar 

  • Balmer, J. M. T. (1995) ‘Corporate Branding and Connoisseurship’, Journal of General Management, 21 (1), pp. 24–26.

    Google Scholar 

  • Balmer, J. M. T. (2001) ‘Corporate Identity, Corporate Branding and Corporate Marketing: Seeing Through the Fog’, European Journal of Marketing, 35 (3/4), pp. 248–91.

    Article  Google Scholar 

  • Brady, A. K. (2003) ‘How to Generate Sustainable Brand Value from Responsibility’, Journal of Brand Management, 10 (4/5), pp. 279–89.

    Article  Google Scholar 

  • Bromley, D. (2002) ‘Comparing Corporate Reputations: League Tables, Quotients, Benchmarks or Case Studies?’, Corporate Reputation Review, 5 (1), pp. 35–51.

    Article  Google Scholar 

  • Brown, S. (1995) ‘The Moderating Effects of Insupplier/Outsupplier Status on Organizational Buyer Attitudes’, Journal of the Academy of Marketing Science, 23 (3), pp. 170–81.

    Article  Google Scholar 

  • Bycio, P., R. D. Hackett and J. S. Allen (1995) ‘Further Assessment of Bass’s (1985) Conceptualization of Transactional and Transformational Leadership’, Journal of Applied Psychology, 80 (4), pp. 468–78.

    Article  Google Scholar 

  • Carroll, A. B. and A. Buchholtz (2003) Business and Society: Ethics and Stakeholder Management (Mason: South-Western).

    Google Scholar 

  • Chun, R. and G. Davies (2006) ‘The Influence of Corporate Character on Customers and Employees: Exploring Similarities and Differences,’ Journal of the Academy of Marketing Science, 34 (2), pp. 138–46.

    Article  Google Scholar 

  • Clarkson, M. B. E. (1995) ‘A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance’, The Academy of Management Review, 20 (1), pp. 92–117.

    Google Scholar 

  • Cochran, P. L. and D. Nigh (1990) ‘Illegal Corporate Behaviour and the Question of Moral Agency: An Empirical Investigation’, in W. C. Frederick and L. E. Preston (eds), Business Ethics: Research Issues and Empirical Studies (Greenwich: Jai Press).

    Google Scholar 

  • Conti, T. (2002) ‘Stakeholder Based Strategies to Enhance Corporate Performance’, Annual Quality Congress Proceedings, p. 373.

    Google Scholar 

  • Cooper, S. (2004) Corporate Social Performance: A Stakeholder Approach (Burlington: Ashgate).

    Google Scholar 

  • Corebrand (2006) ‘Our Services’, accessed at http://www.corebrand.com/services/services.html, 10 November.

    Google Scholar 

  • Cravens, K., E. G. Oliver and S. Ramamoorti (2003) ‘The Reputation Index: Measuring and Managing Corporate Reputation’, European Management Journal, 21(2), pp. 201–12.

    Article  Google Scholar 

  • Davies, G., R. Chun, D. S. Rui and R. Stuart (2001) ‘The Personification Metaphor as a Measurement Approach for Corporate Reputation’, Corporate Reputation Review, 4 (2), pp. 113–27.

    Article  Google Scholar 

  • Davies, G., R. Chun, D. S. Rui and R. Stuart (2004) ‘A Corporate Character Scale to Assess Employee and Customer Views of Organization Reputation’, Corporate Reputation Review, 7 (2), pp. 125–46.

    Article  Google Scholar 

  • Davis, K. (1973) ‘The Case For and Against Business Assumption of Social Responsibilities’, Academy of Management Journal, 16 (2), pp. 312–22.

    Article  Google Scholar 

  • Daub, C. H. and R. Ergenzinger (2005) ‘Enabling Sustainable Management Through a New Multi-disciplinary Concept of Customer Satisfaction’, European Journal of Marketing, 39 (9/10), pp. 998–1012.

    Google Scholar 

  • Day, G. (1994) ‘The Capabilities of Market-driven Organizations’, Journal of Marketing, 58 (4), pp. 37–52.

    Article  Google Scholar 

  • Dechant, K. and B. Altman (1994) ‘Environmental Leadership: From Compliance to Competitive Advantage: Executive Commentary’, The Academy of Management Executive, 8 (3), pp. 7–20.

    Google Scholar 

  • Donaldson, T. and L. E. Preston (1995) ‘The Stakeholder Theory of the Corporation; Concepts, Evidence and Implications’, Academy of Management Review, 20 (1), pp. 65–91.

    Google Scholar 

  • Dwyer, R. P., H. Schurr and S. Oh (1987) ‘Developing Buyer-Seller Relationships’, Journal of Marketing, 51 (2), p. 11–27.

    Article  Google Scholar 

  • Einwiller, S. A., A. Fedorikhin, A. R. Johnson and M. A. Kamins (2006) ‘Enough is Enough! When Identification No Longer Prevents Negative Corporate Associations’, Journal of the Academy of Marketing Science, 34 (2), pp. 50–5.

    Article  Google Scholar 

  • Einwiller, S. A. and M. Will, ‘Towards an Integrated Approach to Corporate Branding: An Empirical Study’, Corporate Communications, 7 (2), pp. 100–09.

    Google Scholar 

  • Figge, F., T. Hahn, S. Schaltegger and W. Marcus (2002) ‘The Sustainability Balanced Scorecard-Linking Sustainability Management to Business Strategy’, Business Strategy and the Environment, 11 (5), pp. 269–84.

    Article  Google Scholar 

  • Fombrun, C. and C. Foss (2004) ‘Business Ethics: Corporate Responses to Scandal’, Corporate Reputation Review, 7 (3), p. 284–88.

    Article  Google Scholar 

  • Fombrun, C., N. Gardberg and J. M. Server (2000) ‘The Reputation Quotient: A Multi-Stakeholder Measure of Corporate Reputation’, Journal of Brand Management, 7 (4), p. 241–55.

    Article  Google Scholar 

  • Fombrun, C. and M. Shanley (1990) ‘What’s in a Name? Reputation Building and Corporate Strategy’, Academy of Management Journal, 33 (2), pp. 233–58.

    Article  Google Scholar 

  • Freeman, R. E. (1984) Strategic Management: A Stakeholder Approach (Boston: Pitman).

    Google Scholar 

  • Gelade, G.A. and M. Ivery (2003) ‘The Impact of Human Resource Management and Work Climate on Organizational Performance,’ Personnel Psychology, 56 (2), pp. 383–404.

    Article  Google Scholar 

  • Griffin, J. J. and J. F. Mahon (1997) ‘The Corporate Social Performance and Corporate Financial Performance Debate: Twenty Five Years of Incomparable Research’, Business and Society, 36 (1), pp. 5–31.

    Article  Google Scholar 

  • Greenley, G. E. and G. Foxall (1998) ‘External Moderation of Associations among Stakeholder Orientations and Company Performance’, International Journal of Research in Marketing, 15 (1), pp. 51–69.

    Article  Google Scholar 

  • Greenley, G. E., G. J. Hooley, A. J. Broderick and J. M. Rudd (2004) ‘Strategic Planning Differences among Different Multiple Stakeholder Orientation Profiles’, Journal of Strategic Marketing, 12 (3), pp. 163–82.

    Article  Google Scholar 

  • Gumbus, A. (2005) ‘Introducing the Balanced Scorecard: Creating Metrics to Measure Performance’, Journal of Management Education, 29 (4), pp. 617–30.

    Article  Google Scholar 

  • Harris Interactive (2006) accessed at www.harrisinteractive.com, 6 March 2008.

  • Hatch, M. J. and M. Schultz (2003) ‘Bringing the Corporation into Corporate Branding’, European Journal of Marketing, 37 (7/8), pp. 1041–64.

    Article  Google Scholar 

  • Helm, S. (2005) ‘Designing a Formative Measure for Corporate Reputation’, Corporate Reputation Review, 8 (2), pp. 95–109.

    Article  Google Scholar 

  • Huselid, M. A. (1995) ‘The Impact of Human Resource Management Practices on Turnover, Productivity and Corporate Financial Performance’, Academy of Management Journal, 38 (3), pp. 635–72.

    Article  Google Scholar 

  • Ind, N. (1997) The Corporate Brand (New York: New York University Press).

    Book  Google Scholar 

  • Javalgi, R. G., M. B. Taylor, A. C. Gross and E. Lampan (1994) ‘Awareness of Sponsorship and Corporate Image: An Empirical Investigation’, Journal of Advertising, 23 (4), pp. 47–58.

    Article  Google Scholar 

  • Jaworski, B. and A. K. Kohli (1993) ‘Market Orientation: Antecedents and Consequences’, Journal of Marketing, 57 (3), pp. 53–70.

    Article  Google Scholar 

  • Johnson, J. (1999) ‘Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic Asset’, Journal of the Academy of Marketing Science, 27 (1), pp. 4–18.

    Article  Google Scholar 

  • Jones, R. (2005) ‘Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity’, Journal of Brand Management, 13 (1), pp. 10–32.

    Article  Google Scholar 

  • Kaplan, R. and D. Norton (1996) The Balanced Scorecard: Translating Strategy into Action (Boston: Harvard Business School Press).

    Google Scholar 

  • Kaynak, H. (2002) ‘The Relationship between Just-in-Time Purchasing Techniques and Firm Performance’, IEEE Transaction on Engineering Management, 49 (3), pp. 205–17.

    Article  Google Scholar 

  • Keller, K. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity (Upper Saddle River: Prentice Hall).

    Google Scholar 

  • Keller, K. (2000) ‘Building and Managing Corporate Brand Equity’, in M. Schultz, M. J. Hatch and M. Larsen (eds) Expressive Organization: Linking Identity, Reputation and the Corporate Brand (New York: Oxford University Press).

    Google Scholar 

  • Keller, K. (2001) ‘Branding and Brand Equity’, in R. Wensley and B. Weitz (eds) Handbook of Marketing (London: Sage Publications).

    Google Scholar 

  • Kirca, A., S. Jayachandran and W. O. Bearden (2005) ‘Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance’, Journal of Marketing, 69 (2), pp. 24–41.

    Article  Google Scholar 

  • Koys, D. J. (2001) ‘The Effects of Employee Satisfaction, Organizational Citizenship Behaviour, and Turnover on Organizational Effectiveness: A Unit-Level Longitudinal Study’, Personnel Psychology, 54(1), pp. 101–14.

    Article  Google Scholar 

  • Lassar, W., B. Mittal and A. Sharma (1995) ‘Measuring Customer-Based Brand Equity’, Journal of Consumer Marketing, 12 (4), pp. 11–19.

    Article  Google Scholar 

  • Leong, S. M., D. M. Randall and J. A. Cote (1994) ‘Exploring the Organizational Commitment-Performance Linkage in Marketing: A Study of Life Insurance Salespeople’, Journal of Business Research, 29 (1), pp. 57–63.

    Article  Google Scholar 

  • MacMillan, K. and S. Downing (1999) ‘Governance and Performance: Goodwill Hunting’, Journal of General Management, 24 (3), pp. 11–21.

    Google Scholar 

  • Maignan, I. and O. C. Ferrell (2004) ‘Corporate Social Responsibility and Marketing: An Integrative Framework’, Journal of the Academy of Marketing Science, 32 (1), pp. 3–19.

    Article  Google Scholar 

  • Mathieu, J.E. and D. Zajac (1990) ‘A Review and Meta Analysis of the Antecedents, Correlates and Consequences of Organizational Commitment’, Psychological Bulletin, 108 (2), pp. 147–58.

    Article  Google Scholar 

  • Melewar, T. C., E. Karaosmanoğlu and D. Paterson (2005) ‘Corporate Identity: Concept, Components and Contribution’, Journal of General Management, 31 (1), pp. 59–81.

    Google Scholar 

  • Melewar, T. C. and E. Jenkins (2002) ‘Defining the Corporate Identity Construct’, Corporate Reputation Review, 5 (1), pp. 76–90.

    Article  Google Scholar 

  • Motion, J., S. Leitch and R. Brodie (2003) ‘Equity in Corporate Co-branding: The Case of Adidas and All Black’, European Journal of Marketing, 37 (7/8), pp. 1080–94.

    Article  Google Scholar 

  • O’Hara, H. T., C. Lazdowski, C. Moldovean and S. T. Samuelson (2000) ‘Financial Indicators of Stock Price Performance’, American Business Review, 18 (1), pp. 90–100.

    Google Scholar 

  • Petersen, K. J., G. L. Ragatz and R. M. Monczka (2005) ‘An Examination of Collaborative Planning Effectiveness and Supply Chain Performance’, Journal of Supply Chain Management, 41 (2), pp. 14–25.

    Article  Google Scholar 

  • Preston, L. E. and D. P. O’Bannon (1997) ‘The Corporate Social-Financial Performance Relationship: A Typology and Analysis’, Business and Society, 36 (4), pp. 419–29.

    Article  Google Scholar 

  • Rao, V., M. Agarwal and D. Dahloff (2004) ‘How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?’, Journal of Marketing, 68 (4), pp. 126–41.

    Article  Google Scholar 

  • Reputation Institute, ‘Reputation Quotient’ accessed at www.reputationinstitute.com/main/index.php?pg=res&box=reputation_quotient

  • Rodwell, J. J., R. Kienzle and M. A. Shadur (1998) ‘The Relationship Among Work-Related Perceptions, Employee Attitudes, and Employee Performance: The Integral Role of Communications’, Human Resource Management, 37 (3/4), pp. 277–93.

    Article  Google Scholar 

  • Santos, A. and M. Stuart (2003) ‘Employee Perceptions and Their Influence on Training Effectiveness’, Human Resources Management Journal, 13 (1), pp. 27–45.

    Article  Google Scholar 

  • Schultz, D. and P. Kitchen (2004) ‘Managing the Changes In Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella’, Corporate Reputation Review, 6 (4), pp. 347–66.

    Article  Google Scholar 

  • Shrivastava, P. (1995) ‘The Role of Corporations in Achieving Ecological Sustainability’, Academy of Management Review, 20 (4), pp. 936–60.

    Google Scholar 

  • Sirgy, M. J. (2002) ‘Measuring Corporate Performance by Building on the Stakeholder Model of Business Ethics’, Journal of Business Ethics, 35(3), pp. 143–62.

    Article  Google Scholar 

  • Skyes, S. (2002) ‘Talent, Diversity and Growing Expectations’, Journal of Communication Management, 7 (1), pp. 79–86.

    Article  Google Scholar 

  • Slater, S. F. and J. C. Narver (1994) ‘Does Competitive Environment Moderate the Market Orientation-Performance Relationship?’, Journal of Marketing, 58 (1), pp. 46–55.

    Article  Google Scholar 

  • Sobol, M., G. Farrelly and J. Taper (1992) Shaping the Corporate Image: An Analytical Guide for Executive Decision Makers (New York: Quorum Books).

    Google Scholar 

  • Tan, K. C., V. R. Kannan and R. B. Handfield (1998) ‘Supply Chain Management: Supplier Performance and Firm Performance’, International Journal of Purchasing and Materials Management, 34 (3), pp. 2–9.

    Article  Google Scholar 

  • van Marrewijk, M. (2004) ‘A Value-Based Approach to Organization Types: Towards A Coherent Set of Stakeholder-Oriented Management Tools’, Journal of Business Ethics, 55 (2), pp. 147–58.

    Article  Google Scholar 

  • Vershoor, C. C. (1999) ‘Corporate Performance is Closely Linked to a Strong Ethical Commitment’, Business and Society Review, 104 (4), pp. 407–15.

    Article  Google Scholar 

  • Waddock, S., C. Bodwell and S. Graves (2002) ‘Responsibility: The New Business Imperative’, Academy of Management Executive, 16 (2), pp. 132–48.

    Article  Google Scholar 

  • Waddock, S. and S. Graves (1997) ‘The Corporate Social Performance-Financial Performance Link’, Strategic Management Journal, 18 (4), pp. 303–19.

    Article  Google Scholar 

Download references

Authors
  1. Hamed M. Shamma
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Salah S. Hassan
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Brunel Business School, UK

    T. C. Melewar

  2. ITU Faculty of Management, Turkey

    Elif Karaosmanoğlu

Copyright information

© 2008 Hamed M. Shamma and Salah S. Hassan

About this chapter

Cite this chapter

Shamma, H.M., Hassan, S.S. (2008). A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_3

Download citation

Publish with us

Policies and ethics

Search

Navigation