Identity studies: multiple perspectives and implications for corporate-level marketing

Hong-Wei He, J. Balmer

Research output: Contribution to journalArticle

88 Citations (Scopus)

Abstract

The concept of identity provides the platform by which many corporate-level concepts can be understood such as corporate branding, corporate communications, corporate image and corporate reputation. As such, it can be viewed as providing the foundation to the nascent field of corporate marketing. This article seeks to break new ground by marshalling the literature that underpins the major disciplinary strands which inform identity studies and respectively focuses on the concepts of corporate identity (marketing) and organisational identity (organisational behaviour).
Original languageEnglish
Pages (from-to)765-785
Number of pages21
JournalEuropean Journal of Marketing
Volume41
Issue number7/8
DOIs
Publication statusPublished - 2007

Keywords

  • corporate identity
  • corporate branding
  • identity construction
  • organisational identity

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