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Corporate identity: the concept, its measurement and management

Corporate identity: the concept, its measurement and management Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main methods used to reveal the desired and the actual corporate identity. Particular reference will be made to two recently developed models used to reveal an organization's identity: Balmer's Affinity Audit (BAA) and The Rotterdam Organizational Identification Test (ROIT). Concludes that while empirical research on the area will increasingly be multidisciplinary marketing will, nonetheless, play a pivotal role in an understanding of corporate identity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Corporate identity: the concept, its measurement and management

European Journal of Marketing , Volume 31 (5/6): 16 – Jun 6, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/eb060635
Publisher site
See Article on Publisher Site

Abstract

Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main methods used to reveal the desired and the actual corporate identity. Particular reference will be made to two recently developed models used to reveal an organization's identity: Balmer's Affinity Audit (BAA) and The Rotterdam Organizational Identification Test (ROIT). Concludes that while empirical research on the area will increasingly be multidisciplinary marketing will, nonetheless, play a pivotal role in an understanding of corporate identity.

Journal

European Journal of MarketingEmerald Publishing

Published: Jun 6, 1997

Keywords: Corporate identity; Corporate image

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