Corporate identity antecedents and components: toward a theoretical framework

• Autores: Philip J. Kitchen, Marwa E. Tourky, Dianne Dean, Ahmed S. Shaalan
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 16, Nº. 4, 2013, págs. 263-284
• Idioma: inglés
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• Resumen

  • This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corporate branding and reputation. We begin by defining the boundaries of CI, exploring its nature and meaning, and outlining theoretical perspectives in Part One. Part Two then focuses upon five theoretical frameworks. Amalgamating these into a model will assist researchers in knowing the area of CI they are focused upon and its interactions with contiguous domains. Each area can then develop its own usable repeatable scales which are capable of testing and of falsification. Interactions can be empirically analysed more robustly by the use of structured equation modelling. The outcomes of the model can be used by academics and practitioners to move the CI discipline forward.