Corporate identity: the concept, its measurement and management
- 6 June 1997
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 31 (5/6) , 340-355
- https://doi.org/10.1108/eb060635
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.Keywords
This publication has 16 references indexed in Scilit:
- WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.The Academy of Management Journal, 1990
- The Making of a New Corporate ImageJournal of Business Strategy, 1989
- A new approach to the corporate image management processJournal of Marketing Management, 1989
- Organizational CommunicationManagement Communication Quarterly, 1988
- Managing your corporate imagesIndustrial Marketing Management, 1986
- Investment banking, reputation, and the underpricing of initial public offeringsJournal of Financial Economics, 1986
- The rhetoric of identification and the study of organizational communicationQuarterly Journal of Speech, 1983
- The Role of Market Forces in Assuring Contractual PerformanceJournal of Political Economy, 1981
- A Factor Analytic Study of Communication SatisfactionInternational Journal of Business Communication, 1977
- Nurturing Corporate ImagesEuropean Journal of Marketing, 1977