Defining the corporate identity construct

Melewar, T. C. and Jenkins, Elizabeth (2002) Defining the corporate identity construct. Corporate Reputation Review, 5 (1) . pp. 76-90. ISSN 1363-3589 [Article] (doi:10.1057/palgrave.crr.1540166)


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.

Item Type: Article
Keywords (uncontrolled): Reputation, image, identity, brand, stakeholder, communications, intangibles, philanthropy, advertising, positioning, corporate branding, e-communication
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13313
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Depositing User: Devika Mohan
Date Deposited: 20 May 2014 07:47
Last Modified: 13 Oct 2016 14:30

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