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Seven dimensions of corporate identity A categorisation from the practitioners' perspectives

Seven dimensions of corporate identity A categorisation from the practitioners' perspectives Purpose – This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views. Design/methodology/approach – The information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity. Findings – The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity. Research limitations/implications – Developing sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept. Practical implications – Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies. Originality/value – Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Seven dimensions of corporate identity A categorisation from the practitioners' perspectives

European Journal of Marketing , Volume 40 (7/8): 24 – Jul 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560610670025
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views. Design/methodology/approach – The information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity. Findings – The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity. Research limitations/implications – Developing sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept. Practical implications – Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies. Originality/value – Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 1, 2006

Keywords: Corporate identity; Corporate strategy; Organizational identity; Corporate image

References