Articlegreen2015

Corporate rebranding: effects of corporate visual identity changes on employees and consumers

Wendy Bolhuis · Menno D.T. de Jong · Annette L.M. van den Bosch

45 citations0/0 files storedJournal of Marketing Communications

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.

Citations in this library

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References

1997Dimensions of Brand Personality 1994Organizational Images and Member Identification 1996Reputation: Realizing Value from the Corporate Image 1996Reputation: realizing value from the corporate image 2001THE IMPACT OF EMPLOYEE COMMUNICATION AND PERCEIVED EXTERNAL PRESTIGE ON ORGANIZATIONAL IDENTIFICATION.2006Journal of Organizational Behavior 1997Relations between organizational culture, identity and image 2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog

Cited by

2020Corporate rebranding: An internal perspective

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