Modeling corporate identity: a concept explication and theoretical explanation

Abstract

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Corporate Identity: Identifying Dominant Elements in CI Models

“…In this model, the feedback (communicative) mechanism to ensure deep management involvement is more inclusive of all the encompassing elements. (Stuart, 1999) The framework proposed by Alessandri (2001) appears generically similar to those proposed by Stuart (1999) and Markwick & Fill (1997) from corporate identity to corporate reputation. The point of difference however, is found in the antecedents of corporate identity which Alessandri conceived as being informed by the corporate mission -driven through corporate behaviour and symbolic representation; whereas, van Riel & Balmer (1997) and Stuart (1999) argue from the perspective of corporate strategy.…”

“…Incorporating "corporate mission", therefore adheres to Balmer's (1995) conceptualization. Alessandri's (2001) model also clearly differentiates what is implicit in the earlier models (the firm's construction of itself versus how it is perceived by its intending stakeholders) and relies on theories in psychology as a way of explaining how the process of conditioning builds desired perceptions in the mind of key stakeholders. This however, is built from low-involvement (i.e.…”

“…Kennedy, 1977;Dowling, 1986;Abratt, 1989;Balmer, 1995;Markwick & Fill, 1997;Stuart, 1998;Balmer & Gray, 2000;Alessandri;2001;Bick, Jacobson & Abratt, 2003) each expressing how well the construct is to be conceptualized. Expectedly, these various approaches emerging from different schools of thought, have their points of divergence.…”

“…In reviewing the extant literature, eight models were chosen as the basis of analysis (i.e. Balmer, 1995;Markwick & Fill, 1997;van Riel & Balmer, 1997;Stuart, 1999;Alessandri, 2001;Bick, Jacobson & Abratt, 2003).…”

“…Models such as Balmer (1995) and Alessandri (2001) point to corporate mission except that in the case of Balmer, it is fused with philosophy. However, it can be averred that philosophy is closely tied to culture -at least as long as philosophy continues to concern itself with conceptions of reality, knowledge (and categorization, thereof), values and approaches to reasoning.…”