Conceptualizing corporate identity in a dynamic environment

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dc.contributor.authorTourky, Marwa
dc.contributor.authorForoudi, Pantea
dc.contributor.authorGupta, Suraksha
dc.contributor.authorShaalan, Ahmed
dc.date.accessioned2020-02-12T09:27:40Z
dc.date.available2020-02-12T09:27:40Z
dc.date.issued2020-01-30
dc.description.abstractPurpose 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.identifier.citationTourky M, Foroudi P, Gupta S, Shaalan A. (2020) Conceptualizing corporate identity in a dynamic environment. Qualitative Market Research: An International Journal, Volume 24, Issue 2, March 2021, pp. 113-142en_UK
dc.identifier.issn1352-2752
dc.identifier.urihttps://doi.org/10.1108/QMR-01-2018-0003
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/15123
dc.language.isoenen_UK
dc.publisherEmeralden_UK
dc.rightsAttribution-NonCommercial 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectLeadershipen_UK
dc.subjectCommunicationen_UK
dc.subjectCorporate identityen_UK
dc.subjectVisual identityen_UK
dc.subjectEmployee identificationen_UK
dc.titleConceptualizing corporate identity in a dynamic environmenten_UK
dc.typeArticleen_UK

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