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Corporate and organizational identity: two sides of the same coin

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  • Grahame R. Dowling

    (University of Technology Sydney)

  • Tayo Otubanjo

    (Pan African University)

Abstract

Many researchers have expressed frustration with the current state of scholarship about corporate and organizational identity. There are multiple definitions and confusion about the antecedents and consequences of each type of identity. Also, given the amount of scholarship involving these constructs, there are surprisingly few measures of either construct. We propose that each type of identity is an important and related construct. To clarify the relationships between and among the constructs, we review their use in three literatures. We then develop a model of how the two identity constructs relate to each other to influence how stakeholders trust and engage with their chosen organizations. To guide further research, we suggest how better measures of each construct can be developed.

Suggested Citation

  • Grahame R. Dowling & Tayo Otubanjo, 2011. "Corporate and organizational identity: two sides of the same coin," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 171-182, December.
    • Handle: RePEc:spr:amsrev:v:1:y:2011:i:3:d:10.1007_s13162-011-0022-1
    DOI: 10.1007/s13162-011-0022-1
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    References listed on IDEAS

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    Cited by:

    1. Seiler Bartosz & Bortnowska Hanna, 2019. "The identity of the largest enterprises located in Poland and communication of corporate social activities on corporate websites," Management, Sciendo, vol. 23(2), pages 98-123, December.
    2. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
    3. Arild Wæraas, 2020. "They Put Themselves Out There: A Longitudinal Study of Organizational Expressiveness," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 267-279, November.
    4. Olga Kokshagina & Sophie Hooge & Emilie Canet, 2016. "Microfoundations and the birth of a firm's identity: How entrepreneurs deal with routines to entrench their start-up in an ecosystem," Post-Print hal-01408731, HAL.

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