Defining the corporate identity construct
Article
Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166
Type | Article |
---|---|
Title | Defining the corporate identity construct |
Authors | Melewar, T. and Jenkins, E. |
Abstract | Both practitioners and academics alike have directed increasing attention to the field of corporate identity. Despite significant contributions in the last several years towards understanding and identifying this concept, a definitive construct of corporate identity and its measurements does not yet exist. Much anecdotal literature and many case studies surround this area of study, but to date no research study has empirically tested the domain of this construct. This paper examines the definitions, models, and specific elements of corporate identity through a review of literature. Based on this review, a holistic corporate identity model is developed. This paper also discusses the challenges in developing the corporate identity construct. |
Keywords | Reputation, image, identity, brand, stakeholder, communications, intangibles, philanthropy, advertising, positioning, corporate branding, e-communication |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | Palgrave Macmillan |
Journal | Corporate Reputation Review |
ISSN | 1363-3589 |
Publication dates | |
2002 | |
Publication process dates | |
Deposited | 20 May 2014 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1057/palgrave.crr.1540166 |
Language | English |
https://repository.mdx.ac.uk/item/84v75
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