Corresponding author:
Shao-Ming Xie, Department of Business Administration, National Taiwan University, No. 1 Section. 4, Roosevelt Road, Taipei City 106.
Email: D0574l00l@ntu.edu.tw
Can we predict customers’ long-term perception by what a firm says?
“It means recognising that every corporate action, every corporate decision, every corporate communication will be seen as a clue—as one of those all-important scraps and straws from which people build brands.” (Jeremy Bullmore)
Practitioners, such as the quote from Bullmore (2001) above for example, have long known that branding is a complicated and painstaking process. Market researchers have developed various ways to assess how...