The Library
Corporate identity and consumer marketing: A process model and research agenda
Tools
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. doi:10.1080/13527260802018041 ISSN 1352-7266.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1080/13527260802018041
Abstract
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 | ||||
Publisher: | Routledge | ||||
ISSN: | 1352-7266 | ||||
Official Date: | 2009 | ||||
Dates: |
|
||||
Volume: | Vol.15 | ||||
Number: | No.1 | ||||
Number of Pages: | 16 | ||||
Page Range: | pp. 1-16 | ||||
DOI: | 10.1080/13527260802018041 | ||||
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 |