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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Abratt, Russell"

Now showing items 1-7 of 7

Building a strong corporate ethical identity : key findings from suppliers

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 ...
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 ...
Corporate identity, corporate branding and corporate reputations : reconciliation and integration

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, ...
Director’s perspectives on the meaning and dimensions of corporate reputation

Reddiar, Chantel Amanda; Kleyn, Nicola Susan; Abratt, Russell (Association for Professional Managers in South Africa, 2012)

The purpose of this research is to explore the perspectives of directors to determine how they define, perceive, value, build and manage corporate reputation. A qualitative research design was employed. In order to gauge ...
Impact of internal branding on student engagement : insights from a South African university

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 ...
Managing across a corporate and product brand portfolio : evidence from a large South African service organization

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 ...
Social media influence on the B2B buying process

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 ...

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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Abratt, Russell"

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