Corporate identity at the stakeholder group level

Keith Glanfield, John Saunders, Heiner Evanschitzky, John M. Rudd

Research output: Contribution to journalArticlepeer-review

Abstract

There is a paucity of literature regarding the construction and operation of corporate identity at the stakeholder group level. This article examines corporate identity from the perspective of an individual stakeholder group, namely, front-line employees. A stakeholder group that is central to the development of an organization’s corporate identity as it spans an organization’s boundaries, frequently interacts with both internal and external stakeholders, and influences a firm’s financial performance by building customer loyalty and satisfaction. The article reviews the corporate identity, branding, services and social identity literatures to address how corporate identity manifests within the front-line employee stakeholder group, identifying what components comprise front-line employee corporate identity and assessing what contribution front-line employees make to constructing a strong and enduring corporate identity for an organization. In reviewing the literature the article develops propositions that, in conjunction with a conceptual model, constitute the generation of theory that is recommended for empirical testing.
Original languageEnglish
Pages (from-to)135-158
Number of pages24
JournalInternational Studies of Management and Organization
Volume47
Issue number2
DOIs
Publication statusPublished - 3 Mar 2017

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 03/03/2017, available online: http://www.tandfonline.com/10.1080/00208825.2017.1256164

Keywords

  • corporate identity
  • front-line employees
  • brand community
  • corporate brand
  • brand identification

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