phd thesis on corporate identity

Corporate Identity In The Contexts Of The UK’s Green Slow-Fashion Industry And Micro-Organisations

--> Henninger, Claudia E. (2015) Corporate Identity In The Contexts Of The UK’s Green Slow-Fashion Industry And Micro-Organisations. PhD thesis, University of Sheffield.

Corporate identity is not a new phenomenon, but rather has engaged practitioners and academics for the past decades, leading to a vast variety of models to emerge. Contrary to previous research, this PhD thesis investigates corporate identity in two unique contexts: micro-organisations, which in recent years have gained greater attention, and the green slow-fashion industry, which is a hot topic and has mainly been explored from an arts and humanities perspective and not from a marketing/management point of view. This thesis focuses on four carefully selected case studies and takes on a multi methods research methodology, which includes qualitative (employee shadowing, social media analysis, semi-structured interviews, and semiology) and quantitative (questionnaires) elements. To further validate the research findings and to gain a better understanding of the industry, semi-structured interviews were also conducted with experts in the field. The findings indicate that although there are similarities across the various models of corporate identity, they differ dramatically in some of their components, which led to the creation of a new framework: The Micro-Identity Model. Three distinctive features of the Micro-Identity Model are: firstly, it is closely linked to a micro-organisation’s organisational processes; secondly, the central role of the owner-manager within the new model, who creates the identity from the inside out as a bottom-up approach. Lastly, communication is no longer seen as simply a component of a micro-company’s identity, but rather, the underlying essence of it. Moreover, the findings established that within the two contexts of this PhD research, standardisations (e.g. Fair Trade, GOTS) are seen as unimportant. The main theoretical contributions of this study focus on providing a new corporate identity framework, the mapping of a micro-company’s organisational processes, and an interpretation of sustainable fashion. The key methodological advancement lies within utilising social media analysis and employee shadowing within the area of corporate identity. In terms of policy implications, this research brings forward suggestions in the area of eco-labelling and in terms of providing guidance for micro-organisations operating in the green slow-fashion industry.

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The nature of corporate identity : an explanatory study undertaken within BBC Scotland

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• Balmer, John M. T
• University of Strathclyde
• Doctoral (Postgraduate)
• Doctor of Philosophy (PhD)
• Department of Marketing.
• This doctoral thesis is concerned with the management phenomenon of corporate identity. In brief, the writer's pre-understanding of corporate identity is that it refers to what an organisation 'is', i. e. its innate character. Data for this thesis was collected within a subsidiary of a high profile, internationally known, highly secretive and quintessentially British institution: the British Broadcasting Corporation (BBC). The objectives of this thesis are (a) to explain the nature of the social psychological process involved in corporate identity formation and (b) to explain the basic social structural process involved in acquiring and sustaining a corporate identity. This thesis is felt to be distinctive in three regards in that (a) the doctorate focuses on the identity of a subsidiary and in particular its sub brands, i. e. BBC Scotland (the subsidiary) and its relationship with BBC Radio Orkney and BBC Radio Shetland, (b) the writer appears to be the first management academic to have negotiated access within the BBC in order to undertake an extensive period of research, (c) this is thought to be the first PhD on corporate identity where the researcher has relied exclusively on in-depth qualitative methods of data collection within the research paradigm of naturalism. As such this thesis does not seek to establish universal laws regarding corporate identity but aims to contribute to an understanding of the phenomenon. In the tradition of naturalism the findings are in effect hypotheses since they only refer to the organisation under study. However, such findings potentially have real value in that the writer has to demonstrate connoisseurship of the institution under study and authenticity with regard to the data collected. The writer believes that he has met these requirements through revealing the distinct ideologies present within BBC Radio Orkney, BBC Radio Shetland as well as some of the ideologies within BBC Scotland. The findings of this doctorate revealed that (a) the basic social psychological process underpinning corporate identity was one of affinity. The data revealed that in both stations personnel has an affinity with at least six ideologies based on affection, alliance, closeness, attachment, nostalgia etc. The data not only demonstrated the importance of affinity to the basic social psychological process of corporate identity formation but also revealed that personnel had an affinity with different categories of ideology, i. e. corporate, professional and cultural. Thus the basic social psychological process of corporate identity can be described as being both multi-layered and complex. This has led the writer to give the following definition of corporate identity. "A corporate identity refers to what an organisation "is", e. g. its innate character. It is underpinned by a unique mix of ideologies (e. g. organisational, professional, etc) to which personnel have an affinity. An organisation's identity is experienced through everything an organisation says, makes or does, e. g. is experienced through total corporate communications. All identity may be good, bad, negative, unwanted etc". With regard to explaining the basic social structural process of corporate identity the synthesis of the data suggests that senior managers should undertake four activities (a) define the corporate mission and philosophy; (b) be sensitive to the multiple ideologies present within the organisation; (c) evaluate the ideologies vis a vis the corporate mission and philosophy and (d) nurture those ideologies which support the mission and philosophy. In light of the findings this doctorate provides policy advice to senior managers of BBC Scotland and the BBC; to the Secretary of State for National Heritage; to senior managers generally and to management academics.
• Doctoral thesis
• 10.48730/17j7-d605
• uk.bl.ethos.361030

Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications

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• Sue Vaux Halliday &
• Sven Kuenzel  

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9 Citations

This conceptual paper looks at ‘brand identification’. It does this by providing an overview of social-identity theory as it illuminates marketing theories in customer relationships. We build on recent interest in the marketing literature in identity and develop a conceptual model of consumer brand identification in business relationships. Corporate identity has often been the entity that can be created/manipulated in design and marketing. Seen through the lens of organizational behaviour scholars this is perceived as organizational identity and in turn this is more focused on employee perceptions and responses. Brand identification links these two as it stresses the process by which individuals (customers and employees) may identify with the organization as a corporate brand. We offer this as providing theoretical foundations for a perspective integrating corporate branding, identity and communications. This is a timely contribution to issues of identity in marketing theory and practice.

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Halliday, S.V., Kuenzel, S. (2008). Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_6

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This thesis aims to rescue the tradition of corporation theory from the implications of ontological and ethical individualism, which form important tenets of mainstream political theory. My argument for corporate personality builds on the Lockean and Humean theory of personal identity over time. According to this theory, personal identity is not rooted in the identity of a deep and indivisible Self, but in the relatedness between temporally distinct psychological stages. A person is a group of desires, beliefs, memories, traits and other attitudes, tied together by a causal string. On the best interpretation of the Humean view, personal identity has normative consequences. We are bundles but the string that ties the stages of one life together is formed by the normativity of action-guiding principles and by the mutual recognition of certain associative obligations. This normative claim is often meant to buttress ethical individualism against those who deny that persons exist at all. However, this thesis demonstrates that the claim also reinvigorates the idea of corporate personality. The argument develops along two different strands. First, it is shown that corporate personality is a political theory. It is the theory that compares co-operative relations between people with the co-operative relations between the stages of one person. For contractualist theories, the core virtue is justice. For corporate theories, the highest virtue is integrity. Second, corporation theory makes a real contribution to the field of political theory, in particular in an area where contractualism has traditionally encountered problems, to wit, the continuity of the contract. This thesis argues corporation theory is much more successful in explaining our transgenerational obligations to the past and future.

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Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

Aslam, Muhammad Bilal, Mirza Nafees Baig, and Sohail Sahms. "How to establish corporate brand?" Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5975.

Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:

• What are the major components of corporate brand building process?
• How to establish corporate brand image with the customer?
• How effective corporate communication can enhance the corporate brand?

To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.

Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.

Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.

Elaies, Rosol, and Amanda Schreck. "The Influence of Internal Corporate Communicationson Brand Pride: A case study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387342.

Růna, David. "Význam corporate designu pro firemní komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15903.

Jansson, Felix. "Företagsidentitet & image - Valet av present- och profilreklam." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6298.

Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.

Ampuero, Denise, and Sophie Holmberg. "Co-created reputation in a nonprofit context : A mixed-method study of SACC-DC." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90710.

Mäläskä, M. (Minna). "Co-creation of corporate brand through stakeholder relationships in B2B SMEs." Doctoral thesis, Oulun yliopisto, 2015. http://urn.fi/urn:isbn:9789526208718.

Henriksson, Clara, and Karolina Kubiak. "The unknown brand of the Swedish Armed Forces : a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19691.

Gudelevičiūtė, Irma. "Organizacijos prekės ženklo ir įvaizdžio sąsajos: socialinės atsakomybės aspektas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20140627_162951-96688.

Hamilton, Morag. "Scottish country of origin : its role and value in the identities of Scottish premium/luxury brands." Thesis, Robert Gordon University, 2010. http://hdl.handle.net/10059/556.

Le, Roux Alta S. "Establishing the role of branding in social enterprises." Thesis, University of Pretoria, 2013. http://hdl.handle.net/2263/32391.

Pinheiro, Ana Catarina Almeida. "O contributo do design para a imagem corporativa das IPSS's." Master's thesis, Univesridade de Lisboa. Faculdade de Arquitetura, 2015. http://hdl.handle.net/10400.5/10747.

Cairone, Cinzia, and Ida Sjödin. "Konst och företagande : En studie av konstsamlingars betydelse inom företag." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38420.

Seffo, Izla, Rebecca Einarsson, and Lejla Kurtovic. "NÄR MEDIABRUSET TAR ÖVER : Hur en butik kan använda sig av gerillamarknadsföring." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13033.

Baur, Ruedi. "Entre identité et identification : les valeurs civiques des systèmes de représentation publics." Thesis, Strasbourg, 2016. http://www.theses.fr/2016STRAC009/document.

Vizingr, Tomáš. "Budování Corporate Image a Corporate Identity." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-9102.

Hatlapa, Tomasz. "Corporate Identity." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4594.

Sajko, Michal. "Corporate identity." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17429.

Kansbod, Mathias, and Andresen Fredrik Wang. "Corporate Identity Management : A case study of Corporate Identity within Linnaeus University." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19438.

Tromp, Sallyanne Lindsey. "Corporate reputation management : reconciling identity-image gaps." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/23270.

Bejr, Štěpán. "Corporate design." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162775.

Mazal, Jan. "Analýza Corporate Identity společnosti MEDIARESEARCH, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74882.

Ritz, Hayley Lynn. "CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING." Master's thesis, University of Central Florida, 2007. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2112.

Gustafsson, Clara. "Brand trust : corporate communications and consumer-brand relationships /." Stockholm : School of Business, Stockholm University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8148.

Chun, Rosa. "Strategic management of corporate reputation : : Aligning image and identity." Thesis, University of Manchester, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488192.

Hirasawa, Tetsu. "Organizational identity formation and transformation." Thesis, University of Cambridge, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.607893.

Ernberg, Petra, and Anna Kihlberg. "To communicate or not to communicate : A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67179.

Hallberger, Petter, and Amanda Malmberg. "How Corporate Social Responsibility affect brand image - A qualitative study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35639.

Foroudi, Pantea. "Examining the influence of corporate logo on corporate image and corporate reputation : a study of consumers' perception in the context of a financial setting in the United Kingdom." Thesis, Brunel University, 2012. http://bura.brunel.ac.uk/handle/2438/12735.

Marder, Gabriella, and Yvonne Sjöblom. "Bryr sig företagskunder om leverantörens corporate image? : Betydelsen av leverantörens corporate image vid köp av kunskapsintensiva IT-konsulttjänster." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-5211.

Andreasson, Henric Lars, and Andreas Sjöberg. "Corporate rebranding inom dynamiska marknader : En komparativ studie i telekombranschen." Thesis, Linköpings universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-79186.

Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

Bartholmé, Roland H. "Investigating determinants and perceived consequences of auditory identity management : a corporate perspective among UK companies." Thesis, Brunel University, 2011. http://bura.brunel.ac.uk/handle/2438/6520.

Mpuya, Adeline Nkwimba. "The identification and awareness level of students towards the new Nelson Mandela Metropolitan University's brand." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1024.

Simoes, Cláudia Maria Neves. "Corporate identity management : the construct, some business antecedents and outcomes." Thesis, University of Warwick, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247256.

Christie, David John, and dave christie@hipsys com. "A Trilateral Model for the Management of Corporate Image: an examination of the inter-relationship between an organisation's Self Image, its Projected Image and its Perceived Image." Griffith University. School of Management, 2002. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20030102.095828.

Bergstedt, Anna, and Johanna Nilsson. "What's your story? : Stories' effect on corporate image." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-6688.

To stand out in today’s fierce competition companies need to evolve their competitive skills. Many organizations have come to realize that it is not enough to only include individual products in the offering but one has to sell the whole company. It is then required to work with the corporate identity and express ones story when promoting oneself. For the corporate identity to be successful it is critical that it is based on knowledge about the target group’s identity and an understanding of what the target group values. This thesis focuses on the part of communication of the story that is done via visual expressions and employee behavior. To connect our different areas of research we have developed a model which is presented at the end of the theoretical chapter. The model points out the importance of that corporate identity is based on both customer identity and internal elements such as the employees. It also shows that corporate image is influenced by external influences such as customer involvement and customer-to-customer interaction.

To develop the understanding of how companies in the experience industry can use storytelling and how the customer perceives it, we have made two case studies, one at Såstaholm Hotell & Konferens and the other one at Stenungsbadens Yacht Club. Interviews were made with the employees to learn about the intended corporate identity and customer questionnaires were collected to learn about the image.

The results have lead us to the following conclusions; storytelling is a useful way to express corporate identity, required that there is emotional engagement and that it permeates all parts of the organization. Visual expressions are mainly a way to communicate a theme, while employees are needed to communicate a full story. Finally we have came to the conclusion that a more suitable term for this kind of communication is story enacting.

Key words: Storytelling, corporate identity, image and experience industry.

Hromasová, Lucie. "Analýza firemní identity společnosti NIOSPORT agency,a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-142093.

Harris, Fiona J. "Internal factors affecting brand performance." Thesis, Open University, 2002. http://oro.open.ac.uk/19913/.

Renberg, Lina. "Identity and image – the story of expertise in a manufacturing company." Thesis, Högskolan Dalarna, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-21474.

Holland, Annabelle J. M. "Visual corporate identity and internal customer perceptions : Employee response to corporate colours and symbols in an education environment." Thesis, University of Bradford, 2012. http://hdl.handle.net/10454/5684.

Parell, Mary Ellen. "Corporate identity systems and color publishing on the Macintosh /." Online version of thesis, 1995. http://hdl.handle.net/1850/12155.

Karaosmanoğlu, Elif. "Determinants of corporate image formation : a consumer-level model incorporating corporate identity mix elements and unplanned communication factors." Thesis, University of Warwick, 2006. http://wrap.warwick.ac.uk/2452/.

Holland, Annabelle Jane Milne. "Visual corporate identity and internal customer perceptions : employee response to corporate colours and symbols in an education environment." Thesis, University of Bradford, 2012. http://hdl.handle.net/10454/5684.

Burghausen, Mario. "Explicating corporate heritage identity stewardship theory from a corporate marketing perspective : a qualitative case study of Great Britain's oldest brewer." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/13067.

Medard, Myriam. "HERITAGE BRANDS: How corporate heritage and brand stewardship contribute to the valorization of brand image and strengthen corporate marketing ? The Case of Rémy Martin." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72780.

Harding, Andreas. "Exploring brand identity practice in video game start-ups : Industrial Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74485.

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Corporate Identity Structure in Hotels: An Exploratory Study

International Journal of Contemporary Tourism Research

Corporate identity is regarded as a critical element of competitiveness in a dynamic business environment. Effective management of corporate identity is vital to demonstrate the strengths of the company to internal and external stakeholders. It is therefore necessary to define and clarify corporate identity and to reveal its dimensions, and more so for hotels operating in a highly competitive international market. The paper aims to find out which dimensions construct the corporate identity in hotel establishments, through a holistic and multidisciplinary approach. Hence, the main aim of this study is to explore and conceptualize the dimensions of a holistic corporate identity structure in hotels via an exploratory method and a multidisciplinary approach based on the conceptual corporate identity dimensions put forward in the light of different disciplines and different paradigms existing in relevant literature. Research sample consists of the managers of 5-star hotels operating in İ...

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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 curren...

Journal of Business Ethics

Patricia Martínez García de Leaniz

Recently, organizational identity is being given more attention than ever before in the business world. This notion has grown substantially in importance in the hospitality industry. Facing increased competition, hospitality companies are driven to project a positive image to their stakeholders. Therefore, these organizations have begun to develop new organizational identity programs as part of their strategies to achieve their desired identities. This study analyzes the role of corporate social responsibility in the definition of the Organizational Identity of these organizations, employing a qualitative research methodology based on an illustrative case study. Particularly, the authors analyze the case of Melia´ Hotels International, a leading hotel company in Spain with a presence in 27 countries. The findings indicate that the company has formally integrated CSR into its strategy to align its actual identity with its desired and conceived identity in view of the critics in its local community. Moreover, the interest of the firm toward its stakeholders suggests that the company understands its conceived identity as an important link in understanding its organizational identity. This paper demonstrates that firm’s organizational identity is a set of several elements. When analyzing Melia´ Hotels International’s identity, we see that the firm defines this concept as that which is most central, enduring, and distinctive about the organization. In this sense, the company appears to follow the vision-driven approach by referring to the organizational mission and vision statements, organizational philosophy, and core values as the basis of organizational identity.

Nađa Lutvikadić

Journal of the Academy of …

Raymond Fisk

Management plays a key role in the development and maintenance of corporate identity, including paying particular attention to the internal and controllable aspects of the process. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company’s mission, values, and goals; (2) the expression and pursuit of brand and image consistency in the organization’s symbols and forms of communication; and (3) the implementation, support, and maintenance of visual systems. The results suggest that CIM includes mission and values dissemination, consistent image implementation, and visual identity implementation.

Popy Rufaidah

John M T Balmer

Purpose – This article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing scholars and practitioners alike. Design/methodology/approach – This article adopts a grounded theory methodology and is informed by three in depth case studies undertaken among three building societies (mutuals) operating within the British Financial Services Industry. Findings – The results confirm the saliency of the corporate identity/corporate strategy dyad vis‐a‐vis the comprehension and management of contemporary organisation. Theoretically, the study finds that senior management's cognitions of the corporate identity/strategy interface are interdependent, symbiotic and dynamic in nature: the nature of the dyad differed among the three institutions examined. In terms of the nascent domain of corporate marketing, this study confirms the extant literature, which suggests that, in addition to comprehending the psychology of customers and other stakeholders, the psychology of senior managers is also highly germane. Practical implications – Within corporate marketing contexts, organisations should be mindful of the critical importance of the corporate identity/strategy interface; a concern for the above should be an important part of their corporate marketing as well as regulatory and strategic deliberations. However, senior managers should note the inherent dangers to identity maintenance where material alignment between corporate identity and strategy is ignored and where cognitive alignment is adopted as a surrogate: the former entails a synchronisation of facts whereas the latter entails the calibration of beliefs vis‐à‐vis corporate identity and strategy. Originality/value – This is a major theory‐building study, which examines managerial cognitions of the corporate identity/strategy interface and a major study of its type within the British Building Society sector. Keywords: Building societies, Corporate identity, Corporate marketing, Corporate strategy, The corporate identity/strategy interface, Financial services, Grounded theory, Marketing

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