The role of corporate identity management in the higher education sector: an exploratory case study

Melewar, T. C. and Foroudi, Pantea and Dinnie, Keith and Nguyen, Bang (2018) The role of corporate identity management in the higher education sector: an exploratory case study. Journal of Marketing Communications, 24 (4). pp. 337-359. ISSN 1352-7266

[img] PDF - Final accepted version (with author's formatting)
Restricted to Repository staff and depositor only until 12 June 2019.

Download (997kB) |

Abstract

This paper examines the corporate identity concept from a multidisciplinary perspective and presents an empirical test of Melewar’s (2003) corporate identity model in creating competitive advantage in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organization and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalizability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organization’s corporate identity, branding, and communication and who aim to enhance the consistency of messages both written and visual within their organization.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 23097
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Communications on 12 Dec 2017, available online: http://www.tandfonline.com/10.1080/13527266.2017.1414073
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 06 Dec 2017 16:57
Last Modified: 15 Sep 2018 04:43
URI: http://eprints.mdx.ac.uk/id/eprint/23097

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year