This article advances the theoretical and instrumental understanding of corporate heritage identities. This exploratory, empirical study focuses on both the nature and the relevance of corporate heritage identity as employed by managers for corporate identity management purposes. The research is...

Purpose This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate...

Purpose – The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia. Design/methodology/approach – The paper uses a...

Purpose – The purpose of this paper is to explicate the natures, histories, similarities and differences of, and between, corporate communication and corporate marketing. Design//methodology/approach – The modus operandi of the article is to map these two territories and, by this means,...