ABSTRACT
In recent years, academic and managerial interest towards corporate branding has been growing in the marketing literature. Several models of corporate branding emphasize consumer benefits that are categorized in a number of ways including functional, emotional and symbolic or self-expressive benefits. Corporate branding is the most recent turn in the branding literature that emerged in the mid-1990s and that maintains the strategic view of brands. Corporate branding literature increasingly adopts integrative approaches to model the factors contributing to corporate brand success. scarce research investigates the role of controlled communications in consumer relationships with corporate brand. Research into consumer loyalty tends to focus on behavioural aspects such as the actual purchase or intention to purchase. The corporate-sponsored communication is significantly associated with building the corporate brand, which has in turn the effect of increasing customer loyalty and customer satisfaction.
