Skip to content Skip to navigation
University of Warwick
  • Study
  • |
  • Research
  • |
  • Business
  • |
  • Alumni
  • |
  • News
  • |
  • About

University of Warwick
Publications service & WRAP

Highlight your research

  • WRAP
    • Home
    • Search WRAP
    • Browse by Warwick Author
    • Browse WRAP by Year
    • Browse WRAP by Subject
    • Browse WRAP by Department
    • Browse WRAP by Funder
    • Browse Theses by Department
  • Publications Service
    • Home
    • Search Publications Service
    • Browse by Warwick Author
    • Browse Publications service by Year
    • Browse Publications service by Subject
    • Browse Publications service by Department
    • Browse Publications service by Funder
  • Help & Advice
University of Warwick

The Library

  • Login
  • Admin

Company identity and marketing : an integrative framework

Tools
- Tools
+ Tools

Mukherjee, A. and He, Hongwei (2008) Company identity and marketing : an integrative framework. Journal of Marketing Theory and Practice, Vol.16 (No.2). pp. 111-125. doi:10.2753/MTP1069-6679160202

Research output not available from this repository, contact author.
Official URL: http://dx.doi.org/10.2753/MTP1069-6679160202

Request Changes to record.

Abstract

Contemporary work on company identity has mostly emanated from management and strategy fields. However, there are several possible applications of company identity in the field of marketing. Our paper proposes a new integrative framework linking company identity and marketing performance. Building on 14 key propositions, our model expands the recent notion on the effects of company identity on competitive advantage by unveiling the "black box" of how company identity, as perceived by three key company stakeholders (senior managers, employees, and customers) constitutes the central evaluation of the company by those stakeholders, thus influencing their cognitive, interpretive, and behavioral consequences. Such consequences would help the company to achieve and sustain superior performance. We then offer future research directions and develop a research agenda grounded in the positive/normative, micro/macro, and specialized/integrative taxonomy.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: Journal of Marketing Theory and Practice
Publisher: M.E. Sharpe, Inc.
ISSN: 1069-6679
Official Date: 2008
Dates:
DateEvent
2008Published
Volume: Vol.16
Number: No.2
Number of Pages: 15
Page Range: pp. 111-125
DOI: 10.2753/MTP1069-6679160202
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access

Request changes or add full text files to a record

Repository staff actions (login required)

View Item View Item
twitter

Email us: wrap@warwick.ac.uk
Contact Details
About Us