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Title: Engineering Consultants’ Perceptions of Corporate Branding: A Case Study of an International Engineering Consultancy
Authors: Sheikh, Alireza
Lim, Ming
First Published: 2011
Publisher: Elsevier
Citation: Industrial Marketing Management, 2011, 40(7), pp. 1123–1132.
Abstract: 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.
DOI Link: 10.1016/j.indmarman.2011.09.006
ISSN: 0019-8501
Version: Post-print
Status: Peer-reviewed
Type: Article
Rights: © 2011 Elsevier. Deposited with reference to the journal's archiving policy available on the SHERPA/RoMEO website.
Appears in Collections:Published Articles, School of Management

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