Identity studies: multiple perspectives and implications for corporate‐level marketing

Abstract

Purpose The concept of identity provides the platform by which many corporate‐level concepts can be understood such as corporate branding, corporate communications, corporate image and corporate reputation. As such, it can be viewed as providing the foundation to the nascent field of corporate marketing. This article seeks to break new ground by marshalling the literature that underpins the major disciplinary strands which inform identity studies and respectively focuses on the concepts of corporate identity (marketing) and organisational identity (organisational behaviour). Design/methodology/approach Two bodies of literature (corporate identity and organisational identity) were selected for review and examination in terms of their implications for corporate level marketing. Findings The authors' review of the literature makes an advance on extant reviews of the literature not only by highlighting the importance of identity and its potential to reveal the organisation (and thereby providing a foundation for the management and comprehension of corporate marketing activities such as corporate branding, communications, reputation etc.), but also by throwing light in terms of the various identity perspectives (four are identified) which differ with regard to conceptualisation,locusof analysis andexplanandum. Originality/value This analysis of the literature reveals a degree of synergy and integration between the two disciplinary strands of thought relating to identity. Moreover, the analysis facilitates a more comprehensive understanding of the implications of identity studies for the nascent field of corporate marketing.

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