Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences

Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences

Purpose – This study seeks to provide analytical insights into corporate brand-rapture (CBR), its antecedents and consequences, and contributes to methodology for modeling CBRs. Design/methodology/approach – The paper defines the construct and develops a theory that explains how corporate brand-rapt...

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Bibliographic Details
Main Authors: Lloyd, Stephen, Woodside, Arch
Format: Journal Article
Published: Emerald Group Publishing Limited 2013
Subjects:
Marketing communications
Co-creation
Corporate branding
Brand-rapture
Stakeholder engagement
Online Access:http://hdl.handle.net/20.500.11937/6303

Internet

http://hdl.handle.net/20.500.11937/6303

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