ABSTRACT
Experimental research elucidates relationships between cause and effect. The chapter argues that applying more experiments to support theoretically founded causal relationships between corporate brands and organizationally relevant outcomes can substantially advance the research and knowledge in the area of corporate branding. Strong corporate brands associates with positive effects like enhanced feelings of belonging and loyalty from stakeholders, or helping to align organizational subcultures. The experimental research in corporate branding is mainly based on psychological theories such as attitude or attribution theory. An experiment is a scientific study that investigates the relationship between variables. When investigating the relationship between variables, the experimental researcher establishes that one or more independent variables cause change in other dependent variables. In laboratory experiments the researcher creates a 'pure' and uncontaminated setting, in which one has much control over the manipulation of the independent variable, the assignment of subjects to the treatments as well as over the extraneous variables.
