Lim, M. and Sheikh, A. (2011) Engineering consultants' perceptions of corporate branding: a case study of an international engineering consultancy. Industrial Marketing Management, 40(7), pp. 1123-1132. (doi: 10.1016/j.indmarman.2011.09.006)
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Abstract
The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees' perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organizations. This paper explores engineering consultants' views – as an under-researched context – on the implications of corporate branding. Findings reveal engineers' views about the significance of personal brands, the implications of incorporation, the ways in which corporate branding is carried out in their organizations, and associations of technical proficiency with the corporate brand. From the findings, four hypotheses have been developed for future research.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Lim, Professor Ming |
| Authors: | Lim, M., and Sheikh, A. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | Industrial Marketing Management |
| Publisher: | Elsevier |
| ISSN: | 0019-8501 |
| ISSN (Online): | 1873-2062 |
| Published Online: | 13 October 2011 |
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