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Corporate identity anchors : a managerial cognition perspective

He, Hong-Wei (2012) Corporate identity anchors : a managerial cognition perspective. European Journal of Marketing, 46 (5). pp. 609-625. ISSN 0309-0566

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Abstract

Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example, senior managers' angle can be different from those of employees or customers. The present study aims to explore the dimensions of managerial perceptions of CI.