Corporate identity anchors: a managerial cognition perspective

Hong-Wei He

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

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
Volume46
Issue number5
DOIs
Publication statusPublished - 2012

Keywords

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

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