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

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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:	Date Event 2008 Published
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

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