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dc.contributor.authorHamzah, ZL-
dc.contributor.authorSyed Alwi, SF-
dc.contributor.authorOthman, MN-
dc.identifier.citationJournal of Business Research, 67(11): 2299 - 2310, (November 2014)en_US
dc.description.abstractThis study explores the dimensions and components of corporate brand experience in an Internet setting. Corporate brand experience (CBE), which is a source of a company's added value, could be an effective way to position a corporate brand in relation to the overall corporate marketing strategy. However, the concept of CBE has attracted very little attention from previous research, thereby our understanding of what the concept is and how to operationalize it is limited. Previous brand experience research is mainly focused on the conceptual understanding of brand experience itself, and/or the product brand level (rather than at corporation level). Understanding CBE is important because corporate brand equity (e.g. corporate image, brand loyalty) is dependent not only on how one is satisfied with the product (mostly addressed by functional/performance values of product), but also through the values of the corporation (corporate brand values). This study thus contributes theoretically to the corporate and online branding literature by proposing underlying new dimensions and components of CBE in an online environment. A series of focus group discussions (FGDs) with 32 online banking respondents informs the study. We identify five main themes and 26 sub-themes of corporate brand experience — corporate visual identity, functionality, emotional, lifestyle and corporate/self-identity. Financial service providers can address these dimensionalities during the process of brand positioning and when designing their corporate marketing in an online setting.en_US
dc.format.extent2299 - 2310-
dc.subjectBrand experienceen_US
dc.subjectCorporate brand experienceen_US
dc.subjectOnline corporate brandingen_US
dc.subjectService brand experienceen_US
dc.subjectOnline bankingen_US
dc.titleDesigning corporate brand experience in an online context: A qualitative insighten_US
dc.relation.isPartOfJournal of Business Research-
Appears in Collections:Brunel Business School Research Papers

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