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Journal of Brand Management

Corporate Branding and Identity-based Value Management (CB&IVM) in a Global Context

Special Issue – call for papers in connection with Global Marketing Conference (GMC), 21-24 July 2016, Hong Kong

GMC 2016 conference is organised by GAMMA (Global Alliance of Marketing & Management Associations) and globally co-hosted by: ÂÜÀòÉç¹ÙÍø, European Marketing Academy, Australian & New Zealand Marketing Academy, Japan Society of Marketing and Distribution, International Textile and Apparel Association, Korean Scholars of Marketing Science – and local Co-Host: Lingnan University.

Guest Editors

• Prof. Dr. Klaus-Peter Wiedmann, Institute of Marketing and Management, Leibniz Universität Hannover, Germany
• Dr. Shaun M. Powell, Faculty of Business, University of Wollongong, Australia
• Dr. Joachim Kernstock, Competence Center for Brand Management, St. Gallen, Switzerland
• Prof. Eun Young Kim, Dept. of Fashion Design Information, Chungbuk National University, South Korea

The current and future challenges in the context of ongoing globalization are increasingly demanding strategic corporate branding and an identity-based value management. Corporate Branding (CB) refers not only to the development and management of a corporate brand. It deals with a companies’ total branding activities leading to a more or less complex system of brands, signs and signals highlighting the identity of the company. Besides the branding of the firm, its products and services, organization and people (e.g., CEO branding), heritage etc. this may also include the highlighting of specific country or area of origin, the belonging to a highly competitive cluster, the social institutions’ acceptance of contributions to environmental protection (eco-labeling) etc. The prerequisite for this is, of course, first of all the systematic development of a corporate identity in the light of relevant global challenges – otherwise there is nothing valuable to highlight. Compliance with global challenges is already of central importance to create the necessary conditions for a successful national marketing. However, it’s of paramount relevance when companies attempt to be successful in international, multi-national or global marketing.

Although the challenges of globalizations in general, and via a view of corporate branding and corporate identity management have been discussed for many years, a large gap remains in our knowledge between the relevancy of the topic and its processing and application. Against this background the special issue welcomes rigorous and thoughtful articles covering the above, including those derived from empirical research (qualitative, quantitative and case study research). Articles should have a corporate branding and identity-based value management (CB&IVM) orientation and should outline the theoretical and/or practical implications derived from their research. Articles should also be relevant to the wider global readership of the Journal of Brand Management. As such high quality papers may be suitable which address approaches of CB&IVM with (but not limited to) the following foci:

• Identifying global challenges in view of developing a strong corporate identity and gaining sustainable corporate reputations with the help of corporate branding (e.g., dealing with cultural differences, different stages of economic development, different political conditions, different market structures),
• Providing tools for analyzing global challenges (e.g., as sketched above) and planning proper strategies for global success (especially also including relevant approaches of analyzing customer behavior or generally stakeholder behaviors),
• Discussion of normative prerequisites for successful global CB&IVM – e.g., which corporate philosophy, vision & mission statements, and goal-systems might support global success?
• Developing new approaches of managing corporate brands and/or corporate brand portfolios, corporate identity and corporate reputations in a global context,
• Discussing specific corporate identity and corporate branding strategies (e.g., brand portfolio strategies, positioning and targeting strategies, strategies of integrated communications, multi-channeling strategies, strategies of leveraging corporate heritage, country-of-origin-effects etc.),
• Critically reviewing existing or introduction of new case studies of CB&IVM.

Paper Submission/Selection

In order for full papers to be identified and considered for this special issue they must initially have been accepted and also presented at the Global Marketing Conference (GMC), which will be held 21-24 July 2016 in Hong Kong. Please note that the deadline for the above conference paper submissions is January 15 2016. Relevant best papers will be identified post conference by the Guest Editors for further consideration in the special edition. Additional reviews will also be applied and overseen via the Guest Editors prior to publication of the special issue.

For further conference and full paper submission details please visit the GMC 2016 conference web site via:

For any general queries with regard this special issue call for papers please contact the lead Guest Editor – Prof. Dr. Klaus-Peter Wiedmann using the following email: cfp@m2.uni-hannover.de

Journal of Brand Management:

Journal of Brand Management format of submission for special edition (i.e. if paper is invited post conference):

 

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Call for Papers: GAMMA President’s Choice Awards

Journal of Business Research Special Issue, Deadline: January 15, 2016

This JBR special issue will include selected papers from research reports presented at the 2016 Global Marketing Conference at Hong Kong, July 21-24, 2016. Venue: Hong Kong.

All of papers submitted to the 2016 GMC at Hong Kong are eligible for review toward inclusion in the special issue of JBR. Best of the best papers presented in all of tracks in the 2016 GMC at Hong Kong will be eligible for this special issue.

In honor of the 2016 Global Marketing Conference at Hong Kong organized by Global Alliance of Marketing & Management Associations and co-hosted by ÂÜÀòÉç¹ÙÍø, European Marketing Academy, Australian & New Zealand Marketing Academy, Japan Society of Marketing and Distribution, International Textiles and Apparel Association, Korean Scholars of Marketing Science, and Lingnan University, the JBR will publish a Special Issue with suitable papers presented at this conference. The JBR focuses on presenting applications of empirical research to practical situations and theoretical findings to the reality of the business world.

Topics for the JBR special issue focus on, but are not limited to, the following:

• Marketing and Entrepreneurship
• (Re-)establishing Trust in Corporations
• International Marketing and Export Management
• Channel Management
• Corporate Branding, Luxury Marketing & Identity-based Value Management
• Marketing and New Product Development Capabilities
• Marketing Anthropology Research (MAR): Artifacts/Closet Digs, Field Experiments, and Direct Observation of Marketing and/or Customer Interactions and Other Behaviors
• Global Trends in Sport Management
• Services Marketing
• Transcultural Experiences within and beyond Home
• Intercultural Communications
• Advertising and Branding
• Marketing Education
• Consumer Lifestyles in a Global Market: Challenges and Opportunities
• Luxury Brand-Building
• International Marketing
• Designer Body as a Global Product
• Beauty Business and Medical Tourism
• Global Marketing, Identities and Desires
• Country Predispositions: COO Images, Ethnocentrism, Disidentification, Affinity and Animosity
• Emotional Labor in Retail Services & B2B Settings
• Marketing Strategy and Management
• Consumer Behavior in Health and Leisure Industries
• Trends in Physical and E-commerce Retailing
• Food, Hospitality and Tourism Marketing
• Marketing Managers’ Decision Making
• Innovations in Global Fashion Marketing
• Branded Entertainment and Product Placement
• Consumption and Marketing in Multicultural Marketplaces
• Wine Marketing and Management
• Consumer Decision Making and Quality Signal
• Interactive Marketing Communication
• Cross-Cultural Consumer Behavior
• Consumers, Brands and Brand Management
• Art, Design, Culture and Brand Management
• Relationship Marketing
• Strategic Retail Management
• New Consumer Times for Marketers – How Recent Consuming Trends Challenge the Way we’ve Considered Marketing Tactics & Strategies
• Product Innovation and Diffusion in Emerging Markets
• Marketing in Emerging Markets: Challenges & Opportunities
• Stakeholders-brand Relationships
• Mobile Marketing
• Mobile Advertising
• Explore the Role of the Interaction of Cooperation and Competition
• The Future of Customer Equity: Expanding Its Validity and Implication
• Product Innovation and Service Marketing
• Fashion Digital Strategy and Practice
• Strategic Marketing
• Marketing 2.0: Digital Consumers and Interactive Marketing
• Business to Business Marketing in Fashion
• Theoretical and Practical Evolution of Retailing
• New Product Design Innovation in Marketing
• Brand Marketing in the Digital Age
• Marketing and Business Ethics
• Financial Impacts of Marketing Strategy
• Electronic Word of Mouth (eWOM)
• Marketing for Humanship
• Sustainable Marketing in Asia and the World
• Marketing in General

All papers submitted to the 2016 Global Marketing Conference at Hong Kong are eligible for review for inclusion in the JBR special issue. Scholars seeking consideration of their papers for publication in this special JBR issue should submit their papers for consideration for the 2016 Global Marketing Conference at Hong Kong and this JBR special issue to the JBR Guest Co-Editor by January 15, 2016: Prof. Eunju Ko (GAMMA President), Dept. of Clothing and Textiles, College of Human Ecology, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul, 120-747, Republic of Korea, ejko@yonsei.ac.kr, Tel : +82-2-2123-3109, Fax : +82-2-312-8554.

For More Information:

 

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