UNSPECIFIED (2005) Managing corporate identity: An internal perspective. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 33 (2). pp. 153-168. doi:10.1177/0092070304268920

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Abstract

Management plays a key role in the development and maintenance of corporate identity, including paying particular attention. to the internal and controllable aspects of the process. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company's mission, values, and goals; (2) the expression and pursuit of brand and image consistency in the organization's symbols and forms of communication; and (3) the implementation, support, and maintenance of visual systems. The results suggest that CIM includes the dissemination of mission and values, consistent image implementation, and visual identity implementation.

Item Type:	Journal Item
Subjects:	H Social Sciences > HF Commerce
Journal or Publication Title:	JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Publisher:	SAGE PUBLICATIONS INC
ISSN:	0092-0703
Official Date:	2005
Dates:	Date Event 2005 UNSPECIFIED
Volume:	33
Number:	2
Number of Pages:	16
Page Range:	pp. 153-168
DOI:	10.1177/0092070304268920
Publication Status:	Published

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