New conceptualization and measurement of corporate identity: Evidence from UK food and beverage industry

Marwa Tourky (1) , Sharifah Faridah Syed Alwi (2) , Philip Kitchen (3, 4, 5) , T.C. Melewar (6) , Ahmed Shaalan (7)

1 University of Exeter Business School
2 Brunel University Business School
3 ICN Business School
4 University of Salford
5 CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises
6 Middlesex University [London]
7 Cranfield School of Management

This study extends the conceptualization of corporate identity (CI), and develops a valid and reliable scale for the concept via multistage research design. After detailed literature review, key elements of CI in practice are clarified using 20 semi-structured interviews with senior managers in leading UK companies, followed by an online survey among senior managers in the UK food and beverage sector. Five dimensions of CI are identified following two-step structural equation modelling: consistent image, top management behavioral leadership, employee identification, mission and values dissemination, and founder transformational leadership. The scale is examined for nomological validity with an outcome variable, namely corporate social responsibility. The contribution is novel, as for the first time CI is empirically validated as a second-order hierarchical construct. The resultant scale guides practitioners to specify priorities when developing CI, acts as a tool to assess the effectiveness of activities over time, and enables corrective action where needed.

Mots clés: Corporate identity; Communication; Visual identity; Employee identification; Leadership

Domaines: Sciences de l'Homme et Société

Marwa Tourky, Sharifah Faridah Syed Alwi, Philip Kitchen, T.C. Melewar, Ahmed Shaalan. New conceptualization and measurement of corporate identity: Evidence from UK food and beverage industry. Journal of Business Research, 2019, 109, pp.595-606. ⟨10.1016/j.jbusres.2019.03.056⟩. ⟨hal-02130161⟩