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    Global brand market-entry strategy to manage corporate reputation

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    2009 Global brand market-entry strategy to manage corporate reputation JPBM.pdf (494.9Kb)
    Links to Files
    https://www.researchgate.net/profile/Robert_Williams_Jr/publication/235268659_Global_brand_market-entry_strategy_to_manage_corporate_reputation/links/54ac907a0cf21c47713a1aad/Global-brand-market-entry-strategy-to-manage-corporate-reputation.pdf
    Permanent Link
    10.1108/10610420910957807
    http://hdl.handle.net/11603/4118
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    • UBalt Faculty Scholarship
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    Author/Creator
    Omar, Maktoba
    Williams, Robert Jr.
    Lingelbach, David C
    Date
    2009
    Type of Work
    12 pages
    Text
    journal articles
    Citation of Original Publication
    Omar, M., Jr, R. L. W., & Lingelbach, D. (May 29, 2009). Global brand market-entry strategy to manage corporate reputation. Journal of Product & Brand Management, 18, 3, 177-187.
    Subjects
    Brand image
    Multinational companies
    Trust
    Communication
    Abstract
    Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image. Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to development of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an emerging multinational corporation (EMNC) is presented. Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm's corporate image and reputation. Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a developed market may enlighten others pursuing this path.


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    Robert L. Bogomolny Library
    University of Baltimore
    1420 Maryland Ave.
    Baltimore, MD 21201
    Email: knowledgeworks@ubalt.edu


    If you wish to submit a copyright complaint or withdrawal request, please email mdsoar-help@umd.edu.