Conceptualizing corporate identity in a dynamic environment

Tourky, Marwa, Foroudi, Pantea ORCID logoORCID:, Gupta, Suraksha and Shaalan, Ahmed (2021) Conceptualizing corporate identity in a dynamic environment. Qualitative Market Research: An International Journal, 24 (2) . pp. 113-142. ISSN 1352-2752 [Article] (doi:10.1108/QMR-01-2018-0003)

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Purpose – The study revisits the meaning of Corporate Identity (CI) in practice to identify its key dimensions and the interrelationships between them, and to provide insights on how to operationalize the construct.

Design/methodology/approach – This study is based on a comprehensive literature review and qualitative research consisting of 22 semi-structured interviews with senior managers from 11 UK-leading companies, and three in-depth interviews with corporate brand consultants who worked closely with these firms in cognate areas.

Findings – The study identifies six key dimensions of CI in UK industry: communication, visual identity, behavior, organizational culture, stakeholder management, and founder value-based leadership.

Research limitations/implications – The focus on UK leading companies limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the relationships identified in the current study.

Originality/value – This study identifies the salient dimensions of CI and, for the first time, the role of founder transformational leadership, employee identification and top management behavioral leadership as key dimensions and sub-dimensions of CI. The study also provides novel insights about the measurements for these dimensions. Additionally, this study introduces a model for the interrelationships between CI dimensions and their influence on corporate image, based on rigorous theoretical underpinnings, which lays the foundation for future empirical testing.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 24877
Notes on copyright: This is the accepted version of the manuscript "Conceptualizing corporate identity in a dynamic environment", published in the journal "Qualitative Market Research: An International Journal" available via the journal site at:
Copyright © 2020, Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Depositing User: Pantea Foroudi
Date Deposited: 04 Sep 2018 09:11
Last Modified: 29 Nov 2022 17:57

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