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| Author: | Bosch, A. L. M. van den Elving, W. J. L. Jong, M. D. T. de |
| Title: | The impact of organizational characteristics on corporate visual identity |
| Journal: | European Journal of Marketing
2006 : VOL. 40:7-8, p. 870-885 |
| Index terms: | Netherlands culture management |
| Freeterms: | organizational characteristics corporate visual identity |
| Language: | eng |
| Abstract: | The article aims to develop a research model in order to examine corporate visual identity (CVI) from an organizational point of view, which is a rarely used perspective in the existing literature. Characteristics of the organization as well as the way a CVI is managed are assumed to have an influence on the consistency of CVI. The developed model is tested in a survey conducted among employees of 20 Dutch organizations. According to the results, the characteristics of CVI management (CVI related socialization processes, knowledge of CVI strategy and CVI tools and support) affect the consistency of CVI strongly. In addition, the characteristic of an organization have an impact on the way CVI is managed. Without a couple of exceptions, there was no direct connection found between organizational characteristics and CVI consistency. Practical implications for management are presented in the article. |
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