Corporate identity anchors: a managerial cognition perspective

Hong-Wei He

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example, senior managers' angle can be different from those of employees or customers. The present study aims to explore the dimensions of managerial perceptions of CI.
Original languageEnglish
Pages (from-to)609-625
Number of pages17
JournalEuropean Journal of Marketing
Issue number5
Publication statusPublished - 2012


  • corporate identity anchors
  • corporate identity
  • corporate image
  • strategic marketing


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