Corporate identity and consumer marketing: A process model and research agenda
He, Hongwei and Mukherjee, Avinandan. (2009) Corporate identity and consumer marketing: A process model and research agenda. Journal of Marketing Communications, Vol.15 (No.1). pp. 1-16. ISSN 1352-7266Full text not available from this repository.
Official URL: http://dx.doi.org/10.1080/13527260802018041
The paper reviews the state‐of‐the‐art in corporate identity (CI) literature and offers new directions for the application of corporate identity in consumer marketing. The authors expand the conventional understanding of the corporate identity‐image management process by unveiling the ‘black box’ of the process of translating corporate identity to consumer responses and performance based on analysis of consumer psychology, i.e. consumer identification and image‐congruity. Moreover, the authors also argue that the potentiality of application of corporate identity in consumer marketing research has not been fully recognized. What follow in the paper are future research directions and a research agenda grounded in the positive/normative, micro/macro, and specialized/integrative taxonomy. This paper expands the traditional corporate identity domain, which mainly focused on strategic marketing and corporate issues, by incorporating the consumer marketing perspective.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|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 Communications|
|Number of Pages:||16|
|Page Range:||pp. 1-16|
|Access rights to Published version:||Restricted or Subscription Access|
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