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Corporate identity anchors: a managerial cognition perspective

Hongwei He (Warwick Business School, University of Warwick, Coventry, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 25 May 2012




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.


A total of 48 semi‐structured interviews were conducted with senior managers within three organisations in the British financial service sector.


Seven principal categories of corporate identity anchors were identified: ownership, vision and mission, values and beliefs, business, personality attributes, external image, and strategic performance.

Practical implications

The study suggests that CI anchors can be a starting point for CI program or corporate image management. Attention should be accorded to the diversity of the internal and managerial perceptions of CI and how such diversity can be translated into strong and persuasive messages to other stakeholders.


The findings contribute to the literature by identifying potential corporate attributes that are relevant to CI. These findings expand the traditional view of the CI mix and represent a significant progress toward the identification and mapping of the construct of CI.



He, H. (2012), "Corporate identity anchors: a managerial cognition perspective", European Journal of Marketing, Vol. 46 No. 5, pp. 609-625.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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