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THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES

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Author(s): Masume Hosseinzadeh Shahri

Journal: Australian Journal of Business and Management Research
ISSN 1839-0846

Volume: 1;
Issue: 6;
Start page: 51;
Date: 2011;
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Keywords: Multi-business companies | Effectiveness of corporate branding strategy | Multiple stakeholders' reliance | Financial value | Strategic position

ABSTRACT
Is your corporate branding strategy effective? This paper presents a triple-dimension model for the assessment of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple stakeholders' reliance, financial value and strategic position. The elements of the model are based on information obtained from literature review and structured interview with specialists in strategic management and marketing and some multi-business companies' managers. A questionnaire and confirmatory factor analysis (CFA) have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders' reliance, financial value and strategic position) and integrating them into a scheme enable CEOs to understand whether their corporate branding strategy is effective.

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