Online citations, reference lists, and bibliographies.
← Back to Search

Corporate Identity At The Stakeholder Group Level

Keith Glanfield, John Saunders, H. Evanschitzky, J. Rudd
Published 2017 · Business

Save to my Library
Download PDF
Analyze on Scholarcy
Share
Abstract: There is a paucity of literature regarding the construction and operation of corporate identity at the stakeholder group level. This article examines corporate identity from the perspective of an individual stakeholder group, namely, front-line employees. A stakeholder group that is central to the development of an organization’s corporate identity as it spans an organization’s boundaries, frequently interacts with both internal and external stakeholders, and influences a firm’s financial performance by building customer loyalty and satisfaction. The article reviews the corporate identity, branding, services and social identity literatures to address how corporate identity manifests within the front-line employee stakeholder group, identifying what components comprise front-line employee corporate identity and assessing what contribution front-line employees make to constructing a strong and enduring corporate identity for an organization. In reviewing the literature the article develops propositions that, in conjunction with a conceptual model, constitute the generation of theory that is recommended for empirical testing.
This paper references
Antecedents and Consequences of Customer-company
M. Ahearne (2005)
10.1177/002224299706100106
The Company and the Product: Corporate Associations and Consumer Product Responses
T. J. Brown (1997)
10.1016/J.JVB.2004.05.005
Organizational identification: A meta-analysis
M. Riketta (2005)
10.1037/020228
Human Associative Memory: A Brief Edition.
D. J. Foss (1981)
SMR Forum: Corporate Image-an Integral Part of Strategy.
E. R. Gray (1985)
10.2307/3172832
Managing Brand Equity
Allan D. Shocker (1991)
Corporate Reputations: Strategies for Developing the Corporate Brand
G. Dowling (1996)
10.1108/EB060639
Towards a framework for managing corporate identity
Nigel Markwick (1997)
10.1509/jmkg.69.3.19.66363
The Social Influence of Brand Community: Evidence from European Car Clubs
René Algesheimer (2005)
10.1177/1368430201004003002
Social Identity and the Romance of Leadership: The Importance of being Seen to be ‘Doing it for Us’
S. Haslam (2001)
10.1086/319618
Brand Community
A. Muñiz (2001)
10.1080/0267257X.2003.9728239
The Corporate Identity Management Process Revisited
G. Bick (2003)
10.1037/0022-3514.86.3.405
On what it means to know someone: a matter of pragmatics.
M. Gill (2004)
10.1111/1464-0597.00020
Work Motivation and Performance: A Social Identity Perspective
D. V. Knippenberg (2000)
10.1037/0021-9010.90.3.574
Antecedents and consequences of customer-company identification: expanding the role of relationship marketing.
M. Ahearne (2005)
10.1002/JOB.359
Organizational identification versus organizational commitment: self-definition, social exchange, and job attitudes
D. V. Knippenberg (2006)
The Employee-customer-profit Chain at Sears.
A. J. Rucci (1998)
10.1111/j.1467-8551.2007.00524.x
The Identity-Matching Principle: Corporate and Organizational Identification in a Franchising System
J. Ullrich (2007)
10.1509/JMKG.73.4.64
Implementing the Marketing Concept at the Employee–Customer Interface: The Role of Customer Need Knowledge
C. Homburg (2009)
10.1509/JMKG.74.4.81
Energizing the Reseller's Sales Force: The Power of Brand Identification
D. Hughes (2010)
10.1016/J.JRETAI.2005.03.004
Customer-oriented boundary-spanning behaviors: Test of a social exchange model of antecedents
L. A. Bettencourt (2005)
10.1362/026725798784867536
Corporate Identity and the Advent of Corporate Marketing
John M. T. Balmer (1998)
10.1016/0019-8501(86)90051-9
Managing your corporate images
G. Dowling (1986)
10.2501/S1470785310201053
Consumer-Based Brand Equity Conceptualisation and Measurement
George Christodoulides (2010)
10.1086/261408
Price and Advertising Signals of Product Quality
P. Milgrom (1986)
10.1177/027614679601600102
Marketing and the Wealth of Firms
A. Falkenberg (1996)
10.1177/0092070303255636
Role stressors and customer-oriented boundary-spanning behaviors in service organizations
L. A. Bettencourt (2003)
10.1177/1071791907304287
Growing the Employee Brand at ASI
Sandra Jeanquart Miles (2007)
The Corporate Look: A Problem in Design.
J. G. Lippincott (1998)
10.1177/0092070304268920
Managing corporate identity: An internal perspective
C. Simões (2005)
10.1891/9780826196347.0031
Perspectives for future research
F. Huber (1989)
10.3817/0374019091
On Social Identity
J. Habermas (1974)
10.2307/2073157
Rediscovering the social group: A self-categorization theory.
J. C. Turner (1989)
10.1111/j.1467-8551.2007.00522.x
Social Identity, Organizational Identity and Corporate Identity: Towards an Integrated Understanding of Processes, Patternings and Products
J. Cornelissen (2007)
10.1057/BM.2008.6
Key determinants of internal brand management success: An exploratory empirical analysis
C. Burmann (2009)
10.1057/PALGRAVE.CRR.1540166
Defining the Corporate Identity Construct
T. Melewar (2002)
10.1509/jmkg.73.5.122
Brand-Specific Leadership: Turning Employees into Brand Champions
F. Morhart (2009)
Corporate Brands: What Are They
J.M.T. Balmer (2003)
10.4324/9781315238128
The New Guide to Identity
W. Olins (1995)
Service-profit Chain Audit.
J. L. Heskett (1994)
10.5465/AMR.1989.4278999
Social identity theory and the organization
B. Ashforth (1989)
10.1007/S11747-009-0143-3
The evolving brand logic: a service-dominant logic perspective
M. Merz (2009)
10.1509/jmkg.64.2.35.18001
Corridors of Influence in the Dissemination of Customer-Oriented Strategy to Customer Contact Service Employees
Michael D. Hartline (2000)
10.1177/014920630002600307
Organizational Citizenship Behaviors: A Critical Review of the Theoretical and Empirical Literature and Suggestions for Future Research
P. M. Podsakoff (2000)
10.2307/1251919
Critical service encounters: The employee's viewpoint
M. J. Bitner (1994)
10.1108/EUM0000000006146
Modeling corporate identity: a concept explication and theoretical explanation
S. Alessandri (2001)
10.1080/0267257X.1989.9964088
A new approach to the corporate image management process
P. S. B. Shee (1989)
10.1362/026725707X178558
Involving Stakeholders in Developing Corporate Brands: the Communication Dimension
A. Gregory (2007)
10.2307/1252054
CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY
K. Keller (1993)
Social categorization and the self-concept: A social cognitive theory of group behavior.
J. C. Turner (2010)
Remodeling the Corporate Visual Identity Construct: A Reference to the Sensory and Auditory Dimension
R H Bartholmé (2011)
10.1108/13563289910299328
Towards a definitive model of the corporate identity management process
Helen Joyce Stuart (1999)
10.1177/1368430201004003003
Identity and Cooperative Behavior in Groups
T. Tyler (2001)
10.1037/0021-9010.87.4.698
Perceived organizational support: a review of the literature.
L. Rhoades (2002)
Communicating Services Brands
L. de Chernatony (2006)
10.1108/03090560310477627
Corporate brands: what are they? What of them?
John M. T. Balmer (2003)
10.1057/PALGRAVE.BM.2550051
Assessing the corporate brand: The Unique Corporate Association Valence (UCAV) approach
N. Spears (2006)
10.1108/03090560110382101
Corporate branding and corporate brand performance
Fiona Harris (2001)
10.1007/978-1-4614-6170-8_110034
Network Analysis
R. Rethemeyer (2014)
10.1177/0092070300281012
Cultivating service brand equity
L. Berry (2000)
10.5267/J.MSL.2014.3.001
Investigating the service brand: A customer value perspective
L. Heydari (2014)
10.1080/1352726032000119161
Determinants of the corporate identity construct: a review of the literature
T. Melewar (2003)
Global Corporate Visual Identity Systems.” International Marketing Review 15(4):291–12
T. C. Melewar (1998)
10.1509/jmkg.67.2.76.18609
Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies
C. Bhattacharya (2003)
10.1177/1094670504271154
Measuring Internal Market Orientation
I. Lings (2005)
10.1080/02642060601011616
Communicating Services Brands' Values Internally and Externally
L. de Chernatony (2006)
10.2307/1251871
Evaluating service encounters: The effects of physical surroundings and employee responses.
M. J. Bitner (1990)
Towards a Cognitive Redefinition of the Social Group.
J. C. Turner (1982)
10.1108/08858620710780127
Branding in B2B markets: insights from the service‐dominant logic of marketing
D. Ballantyne (2007)
Participation Preferences and Brand Community Integration: An Empirical Investigation.
P. Thurston (2009)
10.1057/PALGRAVE.CRR.1540178
Corporate Identity and Corporate Associations: A Framework for Future Research
Peter A. Dacin (2002)
10.1057/PALGRAVE.BM.2550122
The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity
Nicholas Ind (2007)
10.1108/13563281111100971
Remodelling the corporate visual identity construct
Roland H. Bartholmé (2011)
10.1108/03090560610657868
Internal brand factors driving successful financial services brands
L. Chernatony (2006)
10.2478/GFKMIR-2014-0044
The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs
Lopo L. Rego (2011)
10.1509/jmkg.66.1.38.18451
Building Brand Community
J. McAlexander (2002)
10.1177/030630700503100104
Corporate identity: concept, components and contribution
T. Melewar (2005)
Corporate Image: A Conceptual Framework for Strategic Planning.
G. M. Zinkhan (2001)
10.1057/PALGRAVE.BM.2540136
Inside out: How employees build value
Nicholas Ind (2003)
Three Nonprofit Organizations Redesign Their Corporate Identities
E Downey (1987)
10.1108/02652329610119292
Corporate and generic identities: lessons from the Co‐operative Bank
A. Wilkinson (1996)
10.1108/03090560110694772
Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
T. Melewar (2001)
10.1086/209455
Microcultural Analysis of Variation in Sharing of Causal Reasoning about Behavior
A. K. Sirsi (1996)
10.1177/030630709502100102
Corporate Branding and Connoisseurship
John M. T. Balmer (1995)
Marketing.” Journal of Business & Industrial Marketing 22(6):363–71
J.M.T. Balmer (1995)
10.1080/15332960802619082
Employee Based Brand Equity: A Third Perspective
Ceridwyn King (2009)
10.1108/02652320510603951
The saliency and significance of generic identity: an explanatory study of UK building societies
H. He (2005)
10.1108/03090561211235138
Shaping the research agenda for corporate branding: Avenues for future research
T. Melewar (2012)
10.1108/EB023476
Exploring the corporate identity/corporate image interface: An empirical study of accountancy firms
Helen Joyce Stuart (1998)
10.1177/0092070305284969
Identity, intended image, construed image, and gnreputation: An interdisciplinary framework and suggested terminology
T. J. Brown (2006)
Live the Brand.” Marketing Management 12(7):8–9
D. E. Schultz (2003)
10.5860/choice.29-2803
Marketing Corporate Image: The Company As Your Number One Product
J. R. Gregory (1993)
Conceptualizing, Measuring, Managing Customer-based Brand Equity.
K. L. Keller (1993)
10.1016/S0022-4359(97)90002-6
The influence of salesperson selling behaviors on customer satisfaction with products
B. G. Goff (1997)
10.1002/(SICI)1099-1379(199805)19:3<217::AID-JOB931>3.0.CO;2-N
Why workers still identify with organizations
D. Rousseau (1998)
10.1016/S0148-2963(02)00274-6
Internal market orientation: Construct and consequences
I. Lings (2004)
10.1348/096317904774202135
The utility of a broader conceptualization of organizational identification: Which aspects really matter?
R. V. Dick (2004)
10.1037/0033-2909.108.2.171
A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment
J. Mathieu (1990)
10.1006/JESP.1997.1347
The Effect of Information on Consensus and Accuracy in Personality Judgment
M. Blackman (1998)
Living the Corporate Brand: Brand Values and Brand Enactment
L De Chernatony (2002)
Live the Brand
D. Schultz (2003)
10.1108/13563280710832542
Understanding the meaning of corporate identity: a conceptual and semiological approach
B. O. Otubanjo (2007)
10.1177/0092070305283356
Brands matter: An empirical demonstration of the creation of shareholder value through branding
T. Madden (2002)
An integrative theory of intergroup conflict.
Henri Tajfel (2001)
Remodeling the Corporate Visual Identity Construct: A Reference
R. H. Bartholmé (2011)
10.1108/03090560810891055
Identity based views of the corporation
John M. T. Balmer (2008)
10.1362/0267257012571456
The Corporate Identity Metaphor: Perspectives, Problems And Prospects
J. Cornelissen (2001)
10.1093/SER/MWR030
Corporate Social Responsibility and Institutional Theory: New Perspectives on Private Governance
S. Brammer (2012)
10.1300/J366v03n02_05
A Conceptualization of the Employee Branding Process
Sandra Jeanquart Miles (2004)
10.4135/9781412961288.n265
Network Analysis
M. E. Valkenburg (1964)
10.1002/JOB.4030130202
Alumni and their alma mater: A partial test of the reformulated model of organizational identification
Fred A. Mael (1992)
10.1080/15332660902876612
Service Employee Performance: Its Components and Antecedents
E. Wallace (2009)
So You Want to Be a Brand Guru
D. Schultz (2003)
Managing Brand Equity
P. Tuominen (1999)
10.1177/0146167294205002
Self and Collective: Cognition and Social Context
J. C. Turner (1994)
10.1177/0170840611403670
Exploring and Explaining Patterns of Adaptation and Selection in Corporate Environmental Strategy in the USA
Frederik Dahlmann (2011)
10.1002/JOB.383
Social Identities and Commitments at Work: Toward an Integrative Model.
J. Meyer (2006)
10.1108/09564230910995143
Internal branding to influence employees' brand promise delivery: a case study in Thailand
K. Punjaisri (2009)
Fundamentals of Cognitive Psychology
R. Hunt (1993)
10.1057/PALGRAVE.BM.2550061
Corporate branding, identity and communications: A contemporary perspective
T C Melewar (2006)
10.1108/EUM0000000005007
Nurturing Corporate Images
S. Kennedy (1977)
Using Network Analysis to Understand Brands
G. Henderson (2002)
10.1362/026725705774538480
Corporate Identity Modelling: A Review and Presentation of a New Multi-dimensional Model
Jean Yannis Suvatjis (2005)
10.1108/02651339810227560
Global corporate visual identity systems
T. Melewar (1998)
10.1177/109467050133005
Customer Orientation
M. K. Brady (2001)
European Car Clubs.
J. R. Anderson (1973)



This paper is referenced by
Semantic Scholar Logo Some data provided by SemanticScholar