Corporate identity at the stakeholder group level


There is a paucity of literature regarding the construction and operation of corporate identity at the stakeholder group level. This article examines corporate identity from the perspective of an individual stakeholder group, namely, front-line employees. A stakeholder group that is central to the development of an organization’s corporate identity as it spans an organization’s boundaries, frequently interacts with both internal and external stakeholders, and influences a firm’s financial performance by building customer loyalty and satisfaction. The article reviews the corporate identity, branding, services and social identity literatures to address how corporate identity manifests within the front-line employee stakeholder group, identifying what components comprise front-line employee corporate identity and assessing what contribution front-line employees make to constructing a strong and enduring corporate identity for an organization. In reviewing the literature the article develops propositions that, in conjunction with a conceptual model, constitute the generation of theory that is recommended for empirical testing.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School
College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 03/03/2017, available online:
Uncontrolled Keywords: corporate identity,front-line employees,brand community,corporate brand,brand identification
Publication ISSN: 1558-0911
Last Modified: 19 Feb 2024 08:11
Date Deposited: 27 Jun 2016 09:15
PURE Output Type: Article
Published Date: 2017-03-03
Accepted Date: 2016-04-14
Authors: Glanfield, Keith
Saunders, John
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Rudd, John M.



Version: Accepted Version

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