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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Corporate identity anchors: a managerial cognition perspective

Document Information:
Title:Corporate identity anchors: a managerial cognition perspective
Author(s):Hongwei He, (Warwick Business School, University of Warwick, Coventry, UK)
Citation:Hongwei He, (2012) "Corporate identity anchors: a managerial cognition perspective", European Journal of Marketing, Vol. 46 Iss: 5, pp.609 - 625
Keywords:Corporate identity, Corporate identity anchors, Corporate image, Corporate marketing, Strategic marketing, United Kingdom
Article type:Research paper
DOI:10.1108/03090561211212449 (Permanent URL)
Publisher:Emerald Group Publishing Limited

Purpose – 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.

Design/methodology/approach – A total of 48 semi-structured interviews were conducted with senior managers within three organisations in the British financial service sector.

Findings – Seven principal categories of corporate identity anchors were identified: ownership, vision and mission, values and beliefs, business, personality attributes, external image, and strategic performance.

Practical implications – The study suggests that CI anchors can be a starting point for CI program or corporate image management. Attention should be accorded to the diversity of the internal and managerial perceptions of CI and how such diversity can be translated into strong and persuasive messages to other stakeholders.

Originality/value – The findings contribute to the literature by identifying potential corporate attributes that are relevant to CI. These findings expand the traditional view of the CI mix and represent a significant progress toward the identification and mapping of the construct of CI.

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