Emerald | Corporate Communications: An International Journal

Exploring the logics of corporate brand identity formation

Anna Blombäck, Marcela Ramírez-Pasillas — 2012-01-27 00:00:00.0

Abstract

Purpose – The purpose of this paper is to explore and analyze the logics at work when companies decide what corporate features to communicate; which eventually also accounts for their corporate brands' identities. Design/methodology/approach – As a case in point, the paper focuses on the concept of “family business” and investigates the rationale among companies to make particular reference to being such a company on their web sites – a decision the authors interpret as part of the corporate brand identity formation. Interviews are carried out with 14 CEOs in 12 small and medium-sized family enterprises in a Swedish context. The paper employs a discourse analysis to distinguish patterns of corporate feature selection. Findings – The results highlight how decisions that define corporate brand identity are not necessarily a consequence of rigorous marketing planning, but are sometimes made without concern for marketing matters. Three logics for the selection and formation of corporate brand identity features are identified: the habit, organic and intended logics. On account of these findings, a three logics model of corporate brand identity formation is developed, proposing differences between intuitive, emergent and strategic processes. In the intuitive process, managers construct brand identity based on tradition, instinctive beliefs and self-perception. In the emergent process, the decision surfaces from active interplay between self-perception among managers and the company's identity. In the strategic process, the decision is a product of an explicit brand strategy with focus on corporate communications. Research limitations/implications – The sample size is small. No large firms are included. The paper focuses on one corporate feature, namely, being a family business. Originality/value – Research on corporate brand identity is still largely conceptual. Drawing on empirical findings, this paper contributes to available theory and to practical insight.

Consumer-oriented CSR communication: focusing on ability or morality?

Line Schmeltz — 2012-01-27 00:00:00.0

Abstract

Purpose – This article aims to investigate young people's opinions and attitudes towards companies' engagement and communication about corporate social responsibility (CSR). Design/methodology/approach – The study employs a survey designed to uncover the underlying attitudes and values guiding young consumers' perception and evaluation of companies' engagement in and communication about CSR. The respondents are Danish students enrolled in eight different types of further or higher education. Findings – The survey shows that consumers are interested in and expect more explicit CSR communication than currently assumed by corporations and academics alike. They favour communication that is personally relevant and factually based, and consumer scepticism is not as high as suggested by current literature. The findings reflect that the value system guiding CSR evaluation and perception is not based on moral aspects and social, society-centred values. On the contrary, consumers' focus tends to be on competence and personal, self-centred values, which has implications for the challenge of communicating CSR. Practical implications – The findings provide new insights that can inform corporations in their planning and execution of CSR communication aimed at young consumers. Originality/value – This paper provides empirical evidence that corporations communicating CSR should have a much more externally oriented and explicit approach focusing on competence and self-centred values instead of on morality and society-centred values. This will allow them to create a healthy balance between what they can offer and what consumers demand.

Identity, image and stakeholder dialogue

Helena Kantanen — 2012-01-27 00:00:00.0

Abstract

Purpose – This paper aims to focus on how corporate and regional identity and image build a framework for stakeholder dialogue in higher education institutions. Design/methodology/approach – The paper draws on literature related to corporate identity and image. The approach is qualitative and the data consist of strategic documents and 23 focused interviews conducted with university and stakeholder representatives in three Finnish cities. Findings – The paper outlines how corporate and regional identities are perceived by university managers and universities' local stakeholders. It claims that the identity and image of the university and the region concerned are among the central determinants of stakeholder interaction. Practical implications – The paper shows that identity and image are central phenomena to manage communication in higher education institutions. It emphasises that when merging institutions, valuable assets such as the history with local stakeholders may be at risk. Originality/value – There is information on how university identity and image are formed through research merits and education, but very little knowledge on how they are formed through the so-called third strand, regional service. The paper sheds light on this question.

Visual priming of pharmaceutical advertising disclosures: effects of a motivation factor

Alex Wang — 2012-01-27 00:00:00.0

Abstract

Purpose – This study seeks to examine how consumers perceive a pharmaceutical company's advertisement through visual priming of the disclosure featured in the advertisement. Design/methodology/approach – An online study with a convenience sample consisting of college students is used to examine the effects of a visually primed pharmaceutical advertising disclosure on attitude toward responsible advertising practice, trust toward the advertisement and attitude toward the advertisement. Findings – The results reveal that consumers form better attitudes toward responsible advertising practice and higher levels of trust toward the advertisement when the disclosure is visually primed in the advertisement. However, visual priming of the disclosure may not enhance consumers' attitudes toward the advertisement. Further evidence indicates that allergy status, a motivation factor, has the main effect on attitude toward the advertisement. When consumers have allergies, they tend to form better attitudes toward the advertisement. Research limitations/implications – Despite the inherent limitations of this study that have to be confirmed in future research, this study suggests that visual priming of advertising disclosure may enhance consumers' attitudes toward advertising practice and trust toward the advertisement. However, consumers' attitudes toward the advertisement are enhanced directly by personal relevance to the advertisement instead of visual priming. Practical implications – Based on the results of this study, the study provides a more realistic and socially responsible advertising disclosure practice for attracting consumer attention and processing toward pharmaceutical advertising. Originality/value – This paper adds value to the existing literature on corporate social responsibility and promotes the effective management of socially responsible business through two main approaches: adopting visual priming of pharmaceutical advertising disclosure; and implementing more responsible pharmaceutical advertising practices.

Corporate identity, image and reputation management: a further analysis

2012-01-27 00:00:00.0

Who is afraid of whom? Science meets practice?

2012-01-27 00:00:00.0

2011 Awards for Excellence

2012-01-27 00:00:00.0