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Modeling corporate identity: a concept explication and theoretical explanation

2001; Emerald Publishing Limited; Volume: 6; Issue: 4 Linguagem: Inglês

10.1108/eum0000000006146

1758-6046

Sue Westcott Alessandri,

Marketing and Advertising Strategies

This research introduces new conceptual and operational definitions of corporate identity. In addition, based on these definitions, introduces a model of corporate identity and how it works in the context of a firm’s mission, corporate image and reputation. This model helps further to explicate the concept of corporate identity as well as provide a plausible theoretical explanation for the way corporate identity works. In that way, this article provides evidence of the efficacy of corporate identity as a strategic management tool.