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A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance

In: Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Author

Listed:
  • Hamed M. Shamma
  • Salah S. Hassan

Abstract

Research on corporate brand equity has not gained much attention from marketing scholars. This chapter aims to fill this gap in the literature by: 1) highlighting the importance of corporate brand equity; 2) proposing a measure for corporate brand equity; and 3) linking corporate brand equity with corporate performance. A conceptual model is presented which integrates the multiple stakeholders’ salient values in corporate brand equity valuation. By linking corporate brand equity components with elements of corporate performance, a framework is developed that sets the pace for a series of testable propositions. The chapter concludes with managerial implications, the challenges presented by the study and an agenda for future research.

Suggested Citation

  • Hamed M. Shamma & Salah S. Hassan, 2008. "A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 2, pages 23-46, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58322-1_3
    DOI: 10.1057/9780230583221_3
    as

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