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| Author: | Spotts, H. E. Weinberger, M. G. |
| Title: | Marketplace footprints: connecting marketing communication and corporate brands |
| Journal: | European Journal of Marketing
2010 : VOL. 44:5, p. 591-609 |
| Index terms: | marketing advertising communication |
| Freeterms: | corporate branding corporate identity corporate communications marketing communications |
| Language: | eng |
| Abstract: | The aim of the study is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands. The results show e.g. that publicity and advertising volume are important drivers in differentiating between firms with lower and higher brand evaluations. Publicity valence seems to have little effect outside the volume of positive and negative stories. The role of prior corporate reputation influences communication activities of firms with high and low brand attitudes and value. |
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