TY  - JOUR
AB  - Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main methods used to reveal the desired and the actual corporate identity. Particular reference will be made to two recently developed models used to reveal an organization's identity: Balmer's Affinity Audit (BAA) and The Rotterdam Organizational Identification Test (ROIT). Concludes that while empirical research on the area will increasingly be multidisciplinary marketing will, nonetheless, play a pivotal role in an understanding of corporate identity.
VL  - 31
IS  - 5/6
SN  - 0309-0566
DO  - 10.1108/eb060635
UR  - https://doi.org/10.1108/eb060635
AU  - van Riel Cees B.M.
AU  - Balmer John M.T.
ED  - John M.T. Balmer
ED  - Cees B.M. van Riel
PY  - 1997
Y1  - 1997/01/01
TI  - Corporate identity: the concept, its measurement and management
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 340
EP  - 355
Y2  - 2024/09/25
ER  -