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Managerial corporate brand orientation: explication, significance, and antecedents

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  • John M. T. Balmer

    (Brunel University London)

Abstract

The article formally introduces, and explicates, the nature, significance, and antecedents, of managerial corporate brand orientation notion. It emphasises that managerial corporate identification is a key precursor of managerial corporate brand orientation and is an incontrovertible requisite for a strong, and authentic, organisational-wide corporate brand orientation. Because of critically important bilateral, and synergistic, corporate brand/corporate identity relationships, managerial corporate brand orientation requires a dual corporate brand/corporate identity managerial identification. It enunciates the importance of social identity theory to managerial identification. It articulates a basic three-stage process underpinning managerial corporate brand orientation which entails: managerial comprehension of the corporate brand/corporate identity; managerial perceptions of the corporate brand/corporate identity; and managerial identifications with the corporate brand/corporate identity. Given the ongoing custodial and leadership roles of managers in nurturing a corporate brand-based organisational philosophy and culture, the article deliberates on the importance of recruitment, induction, training, acculturation, appraisal/ promotion, in fostering managerial corporate brand orientation.

Suggested Citation

  • John M. T. Balmer, 2022. "Managerial corporate brand orientation: explication, significance, and antecedents," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 1-12, January.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:1:d:10.1057_s41262-021-00265-3
    DOI: 10.1057/s41262-021-00265-3
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    References listed on IDEAS

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    1. Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
    2. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    3. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    4. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    5. Balmer, John M.T. & Lin, Zhibin & Chen, Weifeng & He, Xinming, 2020. "The role of corporate brand image for B2B relationships of logistics service providers in China," Journal of Business Research, Elsevier, vol. 117(C), pages 850-861.
    6. Nathaniel Boso & Paige S Carter & Jonathan Annan, 2016. "When is brand orientation a useful strategic posture?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 363-382, July.
    7. Klement Podnar & Urša Golob, 2015. "The twin foci of organisational identification and their relevance for commitment: a study of marketing communications industry," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 16(1), pages 214-227, February.
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