search query: @freeterm corporate identity / total: 22
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| Author: | He, H-W. Balmer, J.M.T. |
| Title: | Identity studies: multiple perspectives and implications for corporate-level marketing |
| Journal: | European Journal of Marketing
2007 : VOL. 41:7/8, p. 765-785 |
| Index terms: | literature marketing organizational behaviour |
| Freeterms: | corporate identity |
| Language: | eng |
| Abstract: | The concept of identity provides the platform by which many corporate-level concepts can be understood, e.g. corporate branding. This study aims to break new ground by gathering the literature supporting the major disciplinary strands which inform identity studies, respectively focusing on the concepts of corporate and organisational identity. The study advances on extant reviews of the literature not only by highlighting the importance of identity and its potential to reveal the organization but also by throwing light as to the various identity perspectives. |
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