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dc.contributor.authorMelewar, T.C.-
dc.contributor.authorKaraosmanoglu, Elif-
dc.date.accessioned2018-09-04T11:48:17Z-
dc.date.available2018-09-04T11:48:17Z-
dc.date.issued2006-
dc.identifier.issn0309-0566de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/10075-
dc.description.abstractPurpose: This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views. Design/methodology/approach: The information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity. Findings: The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity. Research limitations/implications: Developing sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept. Practical implications: Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies. Originality/value: Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.de_CH
dc.language.isoende_CH
dc.publisherEmeraldde_CH
dc.relation.ispartofEuropean Journal of Marketingde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectCorporate identityde_CH
dc.subjectCorporate imagede_CH
dc.subjectCorporate strategyde_CH
dc.subjectIMMde_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleSeven dimensions of corporate identityde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
dc.identifier.doi10.1108/03090560610670025de_CH
zhaw.funding.euNode_CH
zhaw.issue7/8de_CH
zhaw.originated.zhawNode_CH
zhaw.pages.end869de_CH
zhaw.pages.start846de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume40de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
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Melewar, T. C., & Karaosmanoglu, E. (2006). Seven dimensions of corporate identity. European Journal of Marketing, 40(7/8), 846–869. https://doi.org/10.1108/03090560610670025
Melewar, T.C. and Karaosmanoglu, E. (2006) ‘Seven dimensions of corporate identity’, European Journal of Marketing, 40(7/8), pp. 846–869. Available at: https://doi.org/10.1108/03090560610670025.
T. C. Melewar and E. Karaosmanoglu, “Seven dimensions of corporate identity,” European Journal of Marketing, vol. 40, no. 7/8, pp. 846–869, 2006, doi: 10.1108/03090560610670025.
MELEWAR, T.C. und Elif KARAOSMANOGLU, 2006. Seven dimensions of corporate identity. European Journal of Marketing. 2006. Bd. 40, Nr. 7/8, S. 846–869. DOI 10.1108/03090560610670025
Melewar, T.C., and Elif Karaosmanoglu. 2006. “Seven Dimensions of Corporate Identity.” European Journal of Marketing 40 (7/8): 846–69. https://doi.org/10.1108/03090560610670025.
Melewar, T. C., and Elif Karaosmanoglu. “Seven Dimensions of Corporate Identity.” European Journal of Marketing, vol. 40, no. 7/8, 2006, pp. 846–69, https://doi.org/10.1108/03090560610670025.


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