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European Journal of Marketing《欧洲营销杂志》
ISSN:0309-0566,1967年创刊,全年12期,Emerald出版社,SSCI收录期刊,SSCI 2008年影响因子0.712。将出版一期特刊(Special Issue):
Special Issue on Shaping the Research Agenda for Corporate Branding
Last Day for Submission of Abstracts November 01, 2009
Last Day for Submission of Manuscripts November 01, 2009
详细情况见http://info.emeraldinsight.com/authors/writing/calls.htm?PHPSESSID=7dmagpdeq47i7d9un1v92jetv3&id=419
Professor T. C. Melewar,
Dr Manto Gotsi,
Dr Costas Andriopoulos,
Almost three decades ago, Philips noted in their company report that a positive corporate reputation will increasingly influence purchase decisions when there is little differentiation in terms of price, quality, design and product features. Today, with even more intensified competition, lack of differentiation, and a rapid growth of the service economy, the importance of building well-reputed corporate brands has been propelled to unprecedented heights. The subject of corporate branding has therefore, not surprisingly, become a central part of the corporate agenda and, mirroring these developments, a hot topic for academic research.
Interestingly, despite a growing consensus on the unequivocal value of corporate branding, the substance and determinants of corporate branding, its measurement and management remain largely undefined. Scholars have identified several challenges for researchers in this respect. First, a wide range of concepts is influencing the corporate branding process and there is growing debate on their definitions and interrelationships. These include, but are not limited to, corporate and organisational identity, corporate strategy, internal branding, marketing and corporate communications, brand and corporate image, brand and corporate reputation, product and corporate branding, corporate and brand culture; concepts that are interlinked and invariably more complicated when researched at the corporate level than when applied to individual products. Theorising on the interrelationships of these concepts, contemporary writings have criticised early conceptual frameworks of corporate image/identity/reputation formation for not encapsulating the complexity of corporate branding and failing to capture the influence that the aforementioned determinants exert on corporate brand management. A second challenge for researchers in the area of corporate branding is its multidisciplinary foundations. Corporate branding frameworks reflect the disciplinary and research traditions of areas as diverse as business communications and corporate communications, graphic design, corporate identity, corporate image, reputation, marketing, organisational behaviour, public relations, psychology and strategy. Frameworks depict corporate branding as a process which is inextricably linked to issues related to corporate strategy, organisational behaviour, design human resources and, often, organisational change. As such, corporate brand management necessitates a multi-level approach which needs to reflect the multiplicity of stakeholders influencing and influenced by this process.
Taking into consideration the thought-provoking challenges surrounding this field, scholars increasingly call for a radical reappraisal of branding at the corporate level in terms of its conceptualisation, measurement and management. The aim of this Special Issue is to welcome submissions offering innovative insights into shaping the research agenda for corporate branding. All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and practice papers, using a wide range of methodologies, are encouraged. A wide variety of topics will be suitable for this Special Issue and might include, but is not limited to, the following:
All papers will be subject to the usual double blind review process. Authors should consult the journal's author guidelines. In general, articles should be no more than 5,000 words in length (excluding tables and references). Please consult the journal author guidelines (www.emeraldinsight.com/ejm.htm) for submission details. All submissions must be sent in to the Guest Editors
by 31 January 2009.
Submissions to European Journal of Marketing must be made using Scholar One's Manuscript Central system:
http://mc.manuscriptcentral.com/ejm
Prospective contributors with questions concerning the potential suitability of topics, Guest Editors' expectations, or additional requirements about this Special Issue are invited to contact directly by e-mail the Guest Editors at:
Professor T. C. Melewar,
Tel: +44 (0) 1895 265859; Fax: +44 (0) 1895 269775;
E-mail: t.c.melewar@brunel.ac.uk
Dr Manto Gotsi,
Tel: +44 (0) 1895 267278; Fax: +44 (0) 1895 269775;
E-mail: manto.gotsi@brunel.ac.uk
Dr Costas Andriopoulos,
Tel: +44 (0) 1895 267280; Fax: +44 (0) 1895 269775;
E-mail: costas.andriopoulos@brunel.ac.uk
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