The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.     

Marketing communication and corporate identity: are they integrated?

Although corporate identity was originally defined in terms of the visual representation of a company, later writers employed broader definitions, which have highlighted the importance of the various forms of communication in corporate identity management. Recent models of the corporate identity management process have reflected the importance of communication in the management of corporate identity. Corporate communication has been regarded as being composed of three forms: management, marketing and organizational communication. Most organizations are structured such that management and organizational communication are closely aligned with the corporate identity of an organization. However, the conjunction between corporate identity and marketing communication is less discernible. It has been noted that the interaction between corporate and marketing communication is 'tentative and embryonic in nature'. The authors conducted empirical research, which explored the extent to which corporate identity was integrated into the marketing communication campaigns of these practitioners. The conclusions from this exploratory research suggest that there are substantial barriers to the successful integration of corporate identity with marketing communications. Barriers such as the importance of integration not being accepted by clients, the focus of marketing managers on short-term goals, too many people involved with managing the core message of corporate identity and an ad hoc approach towards marketing communication were important. Further research into structural and behavioural ways of overcoming these barriers could prove to be extremely valuable.     

An investigation of the corporate identity construct in China: Managerial evidence from the high technology industry

The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature.     

Corporate identity management in the banking sector: effects on employees’ identification,identity attractiveness,and job satisfaction

This paper analyzes the effects of corporate identity management (CIM) on employees’ responses. Specifically, it advances previous literature by exploring how CIM dimensions affect identity attractiveness, organizational identification, and job satisfaction from the employees’ perspective. The empirical study is aimed at 293 branch managers in the Spanish banking sector, an industry facing changes in the corporate identity of many financial entities. The results show the relative importance of each dimension and help brand managers to anticipate the effects of CIM practices. Of all the dimensions, it highlights the key role of the employee–client focus strategy.     

The end of silence? Qualitative findings on corporate auditory identity from the UK

Sensory dimensions of corporate identity such as auditory identity are nearly absent in academic literature so far. This paper addresses this shortage by presenting qualitative findings from interviews with brand consultants and managers on the nascent topic of auditory identity. Findings include, inter alia, strong support for the construct definition of auditory identity as proposed in this paper. Moreover, factors driving corporate auditory identity management at an organisation are examined. Furthermore, based on the conceptual similarity between visual and auditory identity consequences as perceived by managers are discussed. Moreover, findings addressing type of company, type of business and industry sector are presented. Finally, findings advocating corporate auditory identity as a valid ingredient of corporate identity management are presented and academic and managerial implications are given.     

Construction of owner–manager identity in corporate social responsibility discourse

This article examines the different discursive resources on which small business owner–managers draw when understanding their sense of self in relation to corporate social responsibility. In the small business context, identity provides a justifiable framework to study corporate social responsibility, as decisions regarding socially responsible activities are mainly taken by managers and stem from their sense of who they are in the world. On the basis of 25 thematic interviews with owner–managers, two broad discursive resources were found that describe how they actively seek to create and legitimise their sense of self within the discussion on corporate social responsibility. These discursive resources are called being altruistic and being instrumental. The findings emphasise that the essential and also the most challenging feature in small business owner–managers' identity work is the process of reconciling economic values with the social and ethical aspects of business life.     

Determinants of the corporate identity construct: a review of the literature

Corporate identity has received significant attention from both academics and practitioners in the last 25 years. Despite many articles written in this area a definitive construct of corporate identity and its measurements does not yet exist. The objective of this paper is therefore to provide a review of the literature on the corporate identity construct and its components and also to present the academic and managerial implications of this study.     

Preservation,rejuvenation, or confusion? Changing package designs for heritage brands

Updating a brand's packaging presents a challenge, especially for heritage brands. This study examines how and when continuity in visual package design influences brand heritage perceptions. A pre‐study uses focus groups to corroborate evidence for the constructs and processes involved. Three experiments show that lower continuity designs create confusion, which in turn damages a brand's heritage identity. Study 1a provides initial evidence for the process and demonstrates that effects occur regardless of prior brand usage. Study 1b replicates the mediating role of confusion with two different product categories, controlling for brand attachment. Study 1c rules out alternative mediating processes through other emotions. Employing a quasiexperimental design involving ten brands, Study 2 demonstrates that a brand's mascot can buffer against detrimental effects of low design continuity on confusion and consequent perceptions of brand heritage and purchase intention while controlling for brand familiarity and need for cognition. Together, these findings contribute to a better understanding of consumer responses to changes in package design and heritage brands.     

Exploring expatriate adjustment through identity perspective

This study reveals multifaceted identities experienced by corporate expatriates and how these identities are related to expatriate host country work and non-work adjustment. Specifically, we take a symbolic interactionism-based identity theory perspective and examine qualitative data from 73 corporate expatriates in China and Japan, revealing an expatriate identity (i.e., identification with being a manager and a foreigner), and a cultural identity (i.e., identification with home and host country cultures) which through identity stability/change are related to the mode and degree of expatriate work and non-work adjustment. Our findings suggest that these identities explain how corporate expatriates shape their new environment to their preferences, instead of adjusting to it.     

Corporate rebranding: effects of corporate visual identity changes on employees and consumers

Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.     

Cultural heritage and destination management in the Mediterranean

The challenge for destination management and marketing based on cultural tourism becomes obvious with the example of the Mediterranean region. This area especially is abounding with different expressions of cultural heritage, with special consideration of architectural heritage. Nevertheless, it is difficult to open this cultural heritage in a way to satisfy the customers' expectations on the one hand, and on the other hand to facilitate cooperation between individual countries of the Mediterranean region, which are hindered by broad variations and strong local or regional identities. The article shows the necessity for professional integration of culture‐touristic products and services in the framework of destination management, taking into consideration the various levels of responsibility and identity on a national, regional, and local level, in order to create a basis for cooperation in the Mediterranean region. © 2000 John Wiley & Sons, Inc.     

A Meta-Ethical Perspective on Organizational Identity

Although much of the growing literature on organizational identity implicitly recognizes the normative nature of identity, the ethical implications of organizational identity work and talk have not yet been explored in depth. Working from a meta-ethical perspective, we claim that the dynamic, processual, and temporal activities recently associated with organizational identity always have an ethical dimension, whether “good” or “bad.” In order to describe the ethical dimensions of organizational identity, we introduce the balance theory of practical wisdom as a theoretical framework, and connect this theory to existing organizational identity concepts. We present an empirical case focused on an international paint company to illustrate the relevance of this theory for empirical organizational identity research. Our intention is to expand existing theory by bringing an aspect of organizational identity that has been tangentially acknowledged to the forefront, and by identifying it as a fruitful avenue for future theory development as well as empirical research.     

Family firms’ identity communication and consumers’ product involvement impact on consumer response

The purpose of this study is to determine whether the image transfer theory and the elaboration likelihood model can provide a theoretical framework capable of assessing the influence of consumers’ product involvement and family firms’ identity communication through websites on consumer responses. This research conducted an experiment using an eye‐tracking technique measuring attention to family and nonfamily corporate websites. The procedure involved 120 participants. Consistent with the image transfer theory, family firms’ identity through websites positively impacts attitude toward the website and intention to buy. Additionally, the attitude toward the website affects the relationship between family firms’ identity through websites and the intention to buy. In line with the elaboration likelihood model, consumers’ product involvement negatively impacts the relationship between family firms’ identity through websites and intention to buy.     

Empirical Findings on Business–Society Relations in Europe

Based on a theoretical exploration in a previous article, this paper empirically analyzes which issues of SD are taken into account by corporations and stakeholders in what way, and to what extent the concept of sustainable development (SD) can be achieved through stakeholder relations management (SRM) on the corporate level. An important basis for this empirical analysis is a referential framework, which specifies 14 issues of SD. In a first empirical step, the literature-based framework has been operationalized for the business world by analyzing sustainability reports. In a second empirical step, the operationalized framework served as the basis for a survey of selected MNCs. The analyses of the sustainability reports and the survey show how MNCs deal with particular issues of SD and what role they perceive particular stakeholders play. A key conclusion of the article is that SRM indeed promotes SD, but that it is no alternative to predictable government regulation.     

Consumers’ brand heritage experience: between acceptance and resistance

ABSTRACT

The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights its acceptance by a majority of visitors as a real heritage experience since they give scientific, authentic and aesthetic values to the industrial and commercial features of the brand. However, some visitors do not accept – partially or totally – the brand as part of the heritage corpus insofar as they exhibit scepticism or even reject the experience.     

股权结构与企业股利政策选择关系:理论与实证分析

本文从公司治理视角出发,以中国上市公司为样本,对股权结构与企业股利政策关系进行了理论与实证分析。结果表明,管理者持股比例、股权集中度(包括第一大股东持股比例)与现金股利支付率显著正相关;国有股比例与现金股利支付率正相关;法人股比例和流通A股比例对现金股利支付率的影响可能是负向的,且极不显著。     

Ethical Decision Making and the Employed Lawyer

This article addresses one of the more disturbing questions raised by the major financial failures of the recent past; namely, how it could be that professionals, highly trained both in ethics and technical disciplines, should apparently collude with management in corporate misbehaviour. The article builds on evidence suggesting that professionals in employment contexts find ways of adapting in order to minimise perceived or actual conflict between their professional and organizational obligations and that this, in turn, may affect the way in which they exercise professional judgment. It uses identity theory to propose that professionals may adopt modified identities when employed and that these identities may be expressed, in part, in the way in which they resolve ethical dilemmas. The article reports on the results of a qualitative study in which corporate counsel showed evidence of adopting these identities. The findings suggest that this line of research offers insight into a far more complex world of employed professionals than that traditionally hypothesised and that the popular approach of regulators and others to monitoring corporate governance by appointing professionals as gate-keepers within the organization is perhaps problematic.     

Identity in Franchise Systems: The Role of Franchisee Associations

Utilizing theories of identity this article presents findings from a qualitative study regarding the significant role independent franchisee associations play within franchise systems. The data reveal that successful franchisee associations help manage the inherent tension that exists between cooperation and conflict in franchise relationships. A distinctive adaptive organizational identity provides an association the capability necessary to reframe its relationship with the franchisor as either combative or cooperative in response to changes in a franchisor's identity. Challenging the views of both franchisor stability and the dyadic form that franchisee–franchisor relationships assume, behavioral insight is provided into the actual functioning of franchise systems and new avenues are suggested for theory building in franchising.     

“Going natural”: Black women’s identity project shifts in hair care practices

Hair care, a seemingly mundane consumption practice, is packed with sociocultural meanings and constitutes an important realm of identity work for consumers. Drawing upon existing literature on consumer identity projects, this paper investigates the experiences of urban, Black women in Kenya as they disengage from the normative practice of altering their natural hair texture using chemical straighteners (a practice that conforms to Eurocentric beauty ideals of straight, flowing hair), and adopt the non-normative hair care practice of “going natural,” in which they embrace their natural hair texture and hairstyles. This paper traces the historical, sociocultural, and political events that underpin the normative ideology associated with the identity marker of natural Black hair, and how this ideology influences the women’s “going natural” experience. Findings reveal tensions that emerge in the women’s identity project disengagement and reconstruction process, and how the women navigate their position as they reimagine their embodied identity quest.