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Publication Details
AFRICAN RESEARCH NEXUS
SHINING A SPOTLIGHT ON AFRICAN RESEARCH
business, management and accounting
Corporate identity, corporate branding and corporate reputations: Reconciliation and integration
European Journal of Marketing, Volume 46, No. 7, Year 2012
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Description
Purpose: The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter-relatedness. Design/methodology/approach: The paper draws on key literature relating to CI, CB and CR. Findings: The paper develops a framework that explains and aligns the drivers of CB and CR. Practical implications: Managers will be able to use the framework to help them align and optimise brand and reputation building efforts of their organisation. Academics will be able to use the framework as a basis for empirical research. Originality/value: The article reconciles disparate views from a number of theoretical streams that have investigated CI, CB and CR and develops a comprehensive framework that shows that although the management and measurement of the constructs may overlap, the constructs themselves are not interchangeable. © Emerald Group Publishing Limited.
Authors & Co-Authors
Abratt, Russell
United States, Fort Lauderdale
Nova Southeastern University
Kleyn, Nicola
South Africa, Johannesburg
Gordon Institute of Business Science
Statistics
Citations: 416
Authors: 2
Affiliations: 2
Identifiers
Doi:
10.1108/03090561211230197
ISSN:
03090566