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...
| Main Authors: | , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/6303 |
| _version_ | 1848745037390675968 |
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| author | Lloyd, Stephen Woodside, Arch |
| author_facet | Lloyd, Stephen Woodside, Arch |
| author_sort | Lloyd, Stephen |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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-rapture works and is testable empirically. Findings – CBR merits further investigation as a potentially valid, operational concept in marketing that underpins the conscious and unconscious drivers of the corporate brand's strongest stakeholders and that lays the foundations of research into corporate brand-rapture communication. Research limitations/implications – The paper, while remaining conceptual, identifies a dynamic concept of interest to researchers and to corporate brand marketing management and proposes seven fundamental propositions for modeling CBR. Practical implications – The paper provides researchers and corporate brand marketing with a more rigorous understanding of the foundations of engagement with a corporate brand. Originality/value – This paper is the first so far on CBR theory and provides insights that are important to corporate brand marketers and their communications strategies. |
| first_indexed | 2025-11-14T06:10:59Z |
| format | Journal Article |
| id | curtin-20.500.11937-6303 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:10:59Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-63032018-03-29T09:05:40Z Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences Lloyd, Stephen Woodside, Arch Marketing communications Co-creation Corporate branding Brand-rapture Stakeholder engagement 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-rapture works and is testable empirically. Findings – CBR merits further investigation as a potentially valid, operational concept in marketing that underpins the conscious and unconscious drivers of the corporate brand's strongest stakeholders and that lays the foundations of research into corporate brand-rapture communication. Research limitations/implications – The paper, while remaining conceptual, identifies a dynamic concept of interest to researchers and to corporate brand marketing management and proposes seven fundamental propositions for modeling CBR. Practical implications – The paper provides researchers and corporate brand marketing with a more rigorous understanding of the foundations of engagement with a corporate brand. Originality/value – This paper is the first so far on CBR theory and provides insights that are important to corporate brand marketers and their communications strategies. 2013 Journal Article http://hdl.handle.net/20.500.11937/6303 10.1108/MIP-04-2013-0064 Emerald Group Publishing Limited restricted |
| spellingShingle | Marketing communications Co-creation Corporate branding Brand-rapture Stakeholder engagement Lloyd, Stephen Woodside, Arch Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title_full | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title_fullStr | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title_full_unstemmed | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title_short | Corporate Brand Rapture Theory: Antecedents, Processes, and Consequences |
| title_sort | corporate brand rapture theory: antecedents, processes, and consequences |
| topic | Marketing communications Co-creation Corporate branding Brand-rapture Stakeholder engagement |
| url | http://hdl.handle.net/20.500.11937/6303 |