Conceptualizing corporate identity in a dynamic environment

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dc.contributor.author Tourky, Marwa
dc.contributor.author Foroudi, Pantea
dc.contributor.author Gupta, Suraksha
dc.contributor.author Shaalan, Ahmed
dc.date.accessioned 2020-02-12T09:27:40Z
dc.date.available 2020-02-12T09:27:40Z
dc.date.issued 2020-01-30
dc.identifier.citation Tourky M, Foroudi P, Gupta S, Shaalan A. (2020) Conceptualizing corporate identity in a dynamic environment. Qualitative Market Research: An International Journal, Available online 30 January 2020 en_UK
dc.identifier.issn 1352-2752
dc.identifier.uri https://doi.org/10.1108/QMR-01-2018-0003
dc.identifier.uri http://dspace.lib.cranfield.ac.uk/handle/1826/15123
dc.description.abstract Purpose This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct. Design/methodology/approach This study is based on a comprehensive literature review and qualitative research consisting of 22 semi-structured interviews with senior managers from 11 UK-leading companies, and three in-depth interviews with corporate brand consultants who worked closely with these firms in cognate areas. Findings The study identifies the following six key dimensions of CI in the UK industry: communication, visual identity, behavior, organizational culture, stakeholder management and founder value-based leadership. Research limitations/implications The focus on UK leading companies limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the relationships identified in the current study. Originality/value This study identifies the salient dimensions of CI and, for the first time, the role of founder transformational leadership, employee identification and top management behavioral leadership as key dimensions and sub-dimensions of CI. The study also provides novel insights about the measurements for these dimensions. Additionally, this study introduces a model for the interrelationships between CI dimensions and their influence on corporate image, based on rigorous theoretical underpinnings, which lays the foundation for future empirical testing. en_UK
dc.language.iso en en_UK
dc.publisher Emerald en_UK
dc.rights Attribution-NonCommercial 4.0 International *
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/ *
dc.subject Leadership en_UK
dc.subject Communication en_UK
dc.subject Corporate identity en_UK
dc.subject Visual identity en_UK
dc.subject Employee identification en_UK
dc.title Conceptualizing corporate identity in a dynamic environment en_UK
dc.type Article en_UK


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