Purpose – This article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing...

Purpose – To investigate empirically the salience, and significance, of generic identity (industry‐wide identity) within the British Building Society Movement. Design/methodology/approach – A qualitative, explanatory study drawing on the principles of grounded theory/case‐study research...

Purpose – The purpose of this paper is to examine the latest development of a crucial sub‐area within the field of corporate identity (CI): the interface between CI and strategy. Moreover, this paper presents the marketing implications of identity/strategy interface....

Purpose – The purpose of this paper is to explore the mechanisms of consumer behaviour relating to corporate heritage brands. The aim is to clarify the internal logic of the brand heritage concept, and to build on the extant literature to provide a solid foundation for further scholarship...

Purpose: How organizations view, value and manage their place architecture in relation to identification and corporate identity has received little research attention. The main goal of this paper is to provide an integrative understanding of the relationships between corporate identity, place...

Purpose: This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and...