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

He, Hong-Wei and Balmer, J. (2007) Identity studies : multiple perspectives and implications for corporate-level marketing. European Journal of Marketing, 41 (7/8). pp. 765-785. ISSN 0309-0566

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Abstract

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).