Engineering consultants' perceptions of corporate branding / Sheikh Alireza in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1123–1132 Titre : Engineering consultants' perceptions of corporate branding : A case study of an international engineering consultancy Type de document : texte imprimé Auteurs : Sheikh Alireza, Auteur ; Lim Ming, Auteur Année de publication : 2012 Article en page(s) : pp. 1123–1132 Langues : Anglais (eng) Mots-clés : corporate branding  b2B context  engineering consulting Index. décimale : 650 Résumé : 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 organizations. 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. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001349 [article] Engineering consultants' perceptions of corporate branding : A case study of an international engineering consultancy [texte imprimé] / Sheikh Alireza, Auteur ; Lim Ming, Auteur . - 2012 . - pp. 1123–1132. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1123–1132 Mots-clés : corporate branding  b2B context  engineering consulting Index. décimale : 650 Résumé : 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 organizations. 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. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001349

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