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Browsing Gordon Institute of Business Science (GIBS) by Author "Abratt, Russell"
Now showing items 1-6 of 6
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Kleyn, Nicola Susan; Abratt, Russell; Chipp, Kerry; Goldman, Michael Maurice (University of California Press, 2012)The building of Corporate Ethical Identity, a process referred to as “ethicalization,” is an important strategic imperative and represents an integral part of a firm’s attempts to build a strong corporate identity across ...
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The conscientious corporate brand : definition, operationalization and application in a B2B context Abratt, Russell; Kleyn, Nicola Susan (Emerald, 2023-11)PURPOSE : As B2B firms face increasing scrutiny due to increased stakeholder awareness of environmental and social concerns, doing business with a conscience has become an important imperative. Despite a growing focus on ...
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Abratt, Russell; Kleyn, Nicola Susan (Emerald, 2012)PURPOSE – The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, ...
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Maunze, O’bidie Rudo; Abratt, Russell; Mingione, Michela (Routledge, 2020)This study explores how internal branding affects the levels of engagement with the brand by HEI students. The research setting for this study was the University of the Witwatersrand, Johannesburg, (Wits) a leading ...
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Sevel, Louise; Abratt, Russell; Kleyn, Nicola Susan (Emerald, 2018)PURPOSE : The purpose of this study is to understand how a large service organisation with a brand portfolio manages its corporate brand relative to its portfolio of product brands. DESIGN/METHODOLOGY/APPROACH : The authors ...
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Diba, Hoda; Vella, Joseph M.; Abratt, Russell (Emerald, 2019-08)PURPOSE : This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. DESIGN/METHODOLOGY/APPROACH : The study uses an exploratory approach into the ...
Now showing items 1-6 of 6