Contemporary work on company identity has mostly emanated from management and strategy fields.However, there are several possible applications of company identity in the fi eld of marketing. Our paper proposes a new integrative framework linking company identity and marketing performance....

Extant research on the relationship between consumer image congruence and retail store choice suggests that there exist four types of self congruity (actual self-congruity, social self-congruity, ideal self-congruity, and ideal social self-congruity) based on the identification of four types of...

The paper reviews the state-of-the-art in corporate identity literature and offers new directions for the application of corporate identity in consumer marketing. The authors expand the conventional understanding of the corporate identity-image management process by unveiling the ‘black box’...