IDEAS home Printed from https://ideas.repec.org/a/ids/ijbema/v12y2020i1p46-65.html
   My bibliography  Save this article

Corporate branding in an emerging business market: a phenomenological perspective

Author

Listed:
  • Piyush Pranjal
  • Soumya Sarkar

Abstract

The purpose of this study is to investigate the phenomenon of corporate branding in an emerging business market and unearth issues specific to the research setting. Phenomenology serves the purpose. Data stem from in-depth interviews of 20 managers representing various sectors of the economy. Data so obtained is analysed to elicit themes that characterise the phenomenon. Elicited themes highlight the role played by corporate brands in managing multi-stakeholder relationships, tender-driven procurement, and the process of internationalisation, typical to the study context. This study advances research by highlighting the effects of a collectivist culture on managing relationships across multiple stakeholders of the brand. It also emphasises that the emotional aspects of branding are not just critical to consumer markets but also to business markets. It further suggests that corporate branding gives credibility to organisations from emerging markets enabling them to garner the support necessary for entering international markets.

Suggested Citation

  • Piyush Pranjal & Soumya Sarkar, 2020. "Corporate branding in an emerging business market: a phenomenological perspective," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 12(1), pages 46-65.
    • Handle: RePEc:ids:ijbema:v:12:y:2020:i:1:p:46-65
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=106201
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Karen Hand & Rebecca Murphy & Malcolm MacLachlan & Stuart Colin Carr, 2022. "Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 575-598, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbema:v:12:y:2020:i:1:p:46-65. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=249 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.