Russell Abratt

A new approach to the corporate image management process

The author analyses the conceptual development of the corporate image process. Emphasis is placed on the difference between corporate image, corporate identity and corporate philosophy. These concepts are combined into a new process for the development image in the eyes of an organisations publics.

Corporate identity, corporate branding and corporate reputations : reconciliation and integration

Purpose – The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness. Design/methodology/approach – The paper draws on key literature relating to CI, CB and CR. Findings – The paper develops a framework that explains and aligns the drivers of CB and CR. Practical implications – Managers will be able to use the framework to help them align and optimise brand and reputation building efforts of their organisation. Academics will be able to use the framework as a basis for empirical research. Originality/value – The article reconciles disparate views from a number of theoretical streams that have investigated CI, CB and CR and develops a comprehensive framework that shows that although the management and measurement of the constructs may overlap, the constructs themselves are not interchangeable.

Trust determinants and outcomes in global B2B services

Purpose – The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched domain.Design/methodology/approach – A literature review and results of qualitative interviews in the paper provide a conceptual framework for the trust formation process and relational outcomes of trust. The research then tests a model of hypothesized relationships using structural equation modeling.Findings – The paper confirms the influence of trust building behaviors (social interaction, open communications, customer orientation) and service outcomes (technical, functional and economic quality) on trust formation. Trust is shown to have a positive influence on key relational outcomes, loyalty commitment and share of purchases.Research limitations/implications – The sample consists of buyers of aviation component repair s...

Corporate Objectives in Sports Sponsorship

This article considers corporate objectives in sports sponsorship. The important question is to determine why companies sponsor sport when there are other promotion techniques available to them. Re...

Satisfaction, quality and value and effects on repurchase and positive word‐of‐mouth behavioral intentions in a B2B services context

Purpose – The aim of this article is to provide an understanding of how satisfaction, quality, and value affect repurchase and positive word‐of‐mouth in a business‐to‐business (B2B) setting. Most previous studies in this area apply to business‐to‐consumer (B2C) situations.Design/methodology/approach – A survey of 382 users of freight services was undertaken in the USA. An exploratory pilot study was undertaken to gain a better understanding of these users and to test the research instrument. Structural equation modeling was used to test the constructs.Findings – The results showing the best‐fit model identified a number of relationships that were unexpected. These are discussed in detail.Practical implications – Managers have a model, survey instrument and methodology that service firms can use to establish what they are doing right or wrong to retain customers. Managers are also given guidelines on how to increase customer satisfaction in B2B services.Originality/value – This paper deals with these const...

Industrial buying in high-tech markets

Abstract This article examines the buying behavior of purchasers of high technology laboratory instrumentation. Research was undertaken with 54 organizations. The primary objective of this article is to analyze the buying process and to identify and determine the relative importance of the factors influencing supplier selection in high technology markets.

The marketing challenge: Towards being profitable and socially responsible

This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.

An examination of the ethical beliefs of managers using selected scenarios in a cross-cultural environment

Academic literature addressing the topic of business ethics has paid little attention to cross-cultural studies of business ethics. Uncertainty exists concerning the effect of culture on ethical beliefs. The purpose of this research is to compare the ethical beliefs of managers operating in South Africa and Australia. Responses of 52 managers to a series of ethical scenarios were sought. Results indicate that despite differences in socio-cultural and political factors there are no statistically significant differences between the two groups regarding their own ethical beliefs. Results thus support the view that culture has little or no impact on ethical beliefs.

The Corporate Identity Management Process Revisited

This paper has two objectives. It attempts firstly to define a number of related concepts in the corporate identity management process and secondly, to update one of the earlier models of this process. Recent developments in the corporate identity management theory are discussed and models of this process are reviewed. An up-to-date model of the corporate identity management process is proposed.

Customer–supplier partnerships: Perceptions of a successful key account management program

Abstract Key account management (KAM) is regarded as one of the significant marketing trends over the last few years. This study investigated the perceptions of suppliers and key account customers regarding the success factors of customer–supplier partnerships. The results are reported from a survey of 92 suppliers and 98 key account customers. Analysis of the results indicates that suppliers and their key account customers have similar perceptions of the key success factors in the customer–supplier partnership. Finally, recommendations for the development or improvement of a KAM program are presented.