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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

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