Paper
Journal of Brand Management (2008) 15, 157–176. doi:10.1057/palgrave.bm.2550112; published online 7 September 2007
Industry image: Its impact on the brand image of potential employees
Christoph Burmann1, Katharina Schaefer2 and Philip Maloney3
Correspondence: Christoph Burmann, University of Bremen Hochschulring 4 Bremen D - 28 359, Germany. Tel.: +49 421/218 7554; Fax: +49 421/218 8646; E-mail: Burmann@uni-bremen.de
1is the holder of the chair for innovative brand management (LiM®) at the University of Bremen, Hochschulring 4, Bremen D-28 359, Germany.
2is a doctoral student at LiM.
3is a doctoral student at LiM.
Received 8 June 2007; Revised 8 June 2007; Published online 7 September 2007.
Abstract
Marketing science has so far devoted very limited attention to the determination of corporate brand images through industry images. Our research, therefore, addresses the question whether industry images determine corporate images and if so, which variables moderate the effect. To accomplish this, a conceptual framework is developed and evaluated in a quantitative, empirical research design. The results demonstrate that corporate brand image is indeed determined by the industry image, and that this determination is moderated by involvement and knowledge about the specific corporation.
