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Engineering Consultants’ Perceptions of Corporate Branding: A Case Study of an International Engineering Consultancy

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journal contribution
posted on 2011-09-12, 09:26 authored by Alireza Sheikh, Ming Lim
The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees’ perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organisations. This paper explores engineering consultants’ views – as an under-researched context – on the implications of corporate branding. Findings reveal engineers’ views about the significance of personal brands, the implications of incorporation, the ways in which corporate branding is carried out in their organizations, and associations of technical proficiency with the corporate brand. From the findings, four hypotheses have been developed for future research.

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Citation

Industrial Marketing Management, 2011, 40(7), pp. 1123–1132.

Version

  • AM (Accepted Manuscript)

Published in

Industrial Marketing Management

Publisher

Elsevier

issn

0019-8501

Copyright date

2011

Available date

2011-09-12

Publisher version

http://www.elsevier.com/wps/find/journaldescription.cws_home/505720/description#description

Language

en

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