Journal of Brand Management

, Volume 18, Issue 3, pp 197–211 | Cite as

The impact of the corporate identity mix on corporate reputation

Original Article


The concepts of corporate identity (CI) and corporate reputation (CR) receive extensive investigation within their separate domains. Recent strategic marketing literature calls for these two fields of study to be brought closer together. This article answers this call by developing a five-construct research model with four hypotheses. The model proposes that the corporate identity mix (CIM) plays a distinct and independent role in driving CR alongside daily experiences of business operations (BO). Furthermore, the model proposes that the impact of CIM on CR is mediated through corporate brand beliefs. The study is based on the professional service sector and assesses the model and hypotheses using data collected from a questionnaire completed by 126 customers. Partial least squares structural equation modelling technique is used to analyse the data. Results indicate that customer experiences of the CIM and daily BO of the organization have independent and significant impacts upon the development of CR. As a further contribution, the study operationalizes, and provides new measure of, the CIM.


corporate reputation corporate identity mix corporate brand beliefs structural equation modelling partial least squares 


  1. Aaker, D.A. (2004) Leveraging the corporate brand. California Management Review 46 (3): 6–18.CrossRefGoogle Scholar
  2. Andersson, L.M. and Bateman, T.S. (1997) Cynicism in the workplace: Some causes and effects. Journal of Organizational Behavior September 18 (5): 449–469.CrossRefGoogle Scholar
  3. Ardend, R.J. (2009) Reputation for cooperation: Contingent benefits in alliance activity. Strategic Management Journal 30 (4): 371–385.CrossRefGoogle Scholar
  4. Balmer, J.M.T. (2001) Corporate identity, corporate branding and corporate marketing – Seeing through the fog. European Journal of Marketing 35 (3/4): 248–291.CrossRefGoogle Scholar
  5. Balmer, J.M.T. and Greyser, S.A. (2006) Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing 40 (7/8): 730–741.CrossRefGoogle Scholar
  6. Balmer, J.M.T. and Soenen, G. (1998) A New Approach to Corporate Identity Management. International Centre for Corporate Identity Studies. Working Paper, 1998/5.Google Scholar
  7. Baruch, Y. (1999) Response rate in academic studies – A comparative analysis. Human Relations 52 (4): 421–438.Google Scholar
  8. Berry, L.L. (1983) Relationship marketing. In: L.L. Berry, G.L. Shostack and G. Upah (eds.) Emerging Perspectives on Services Marketing. Chicago, IL: American Marketing Association, pp. 25–28.Google Scholar
  9. Bollen, K. and Lennox, R. (1991) Conventional wisdom on measurement: A structural equation perspective. Psychological Bulletin 110 (2): 305–405.CrossRefGoogle Scholar
  10. Bromley, D. (2002) Comparing corporate reputations: League tables, quotients, benchmarks or case studies? Corporate Reputation Review 5 (1): 35–50.CrossRefGoogle Scholar
  11. Brown, T.J. and Dacin, P.A. (1997) The company and the product: Corporate associations and consumer product responses. Journal of Marketing 61: 68–84.CrossRefGoogle Scholar
  12. Brown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2006) Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology. Journal of the Academy of Marketing Science 34 (2): 99–106.CrossRefGoogle Scholar
  13. Chin, W.W. (1998a) Issues and opinions on structural equation modelling. MIS Quarterly 22 (March): 7–16.Google Scholar
  14. Chin, W.W. (1998b) The partial least squares approach for structural equation modeling. In: G.A. Marcoulides (series ed.) Modern Methods For Business Research New Jersey: Lawrence Erlbaum Associates.Google Scholar
  15. Churchill, G.A. (1979) A paradigm for developing better measures of marketing constructs. Journal of Marketing Research 151 (Feb): 64–73.CrossRefGoogle Scholar
  16. Cohen, J. and Cohen, P. (1975) Applied Multiple Regression/Correlation Analysis for the Behavioral Science. New Jersey: Lawrence Erlbaum Associates.Google Scholar
  17. Cohen, P., Cohen, J., Teresi, J., Marchi, M. and Velez, C.N. (1990) Problems in the measurement of latent variables in structural equations causal models. Applied Psychological Measurement 14 (2): 183–196.CrossRefGoogle Scholar
  18. Cretu, A.E. and Brodie, R.J. (2007) The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management 36: 230–240.CrossRefGoogle Scholar
  19. Davies, G. and Chun, R. (2002) Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review 5 (2/3): 144–158.CrossRefGoogle Scholar
  20. Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.Google Scholar
  21. Fombrun, C.J. (1996) Reputation: Realizing Value from the Corporate Image. Boston, MA: Harvard Business School Press.Google Scholar
  22. Fombrun, C.J. and van Riel, C.B.M. (2004) Fame and Fortune: How Successful Companies Build Winning Reputations. New Jersey: Prentice Hall.Google Scholar
  23. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006) Multivariate Data Analysis. New Jersey: Pearson Prentice Hall.Google Scholar
  24. Hulland, J. (1999) Use of partial least squares in strategic management research: A review of four recent studies. Strategic Management Journal 20: 195–204.CrossRefGoogle Scholar
  25. Iacobucci, D. and Ostrom, A. (1996) Commercial and interpersonal relationships: Using the structure of interpersonal relationships to understand individual-to-individual, individual-to-firm and firm-to-firm relationships in commerce. International Journal of Research in Marketing 13: 53–72.CrossRefGoogle Scholar
  26. Keller, K.L. (2008) Strategic Brand Management, 3rd edn. New Jersey: Prentice Hall, Pearson Education.Google Scholar
  27. Kotler, P. and Keller, K.L. (2006) Marketing Management. USA: Pearson Prentice Hall.Google Scholar
  28. MacMillan, K., Money, K., Downing, S. and Hillenbrand, C. (2005a) Reputation in relationships: Measuring experiences, emotions and behaviours. Corporate Reputation Review 8 (3): 214–232.CrossRefGoogle Scholar
  29. MacMillan, K., Money, K., Money, A. and Downing, S. (2005b) Relationship marketing in the not-for-profit sector: An extension and application of the commitment-trust theory. Journal of Business Research 58 (6): 806–818.CrossRefGoogle Scholar
  30. Mathieson, K., Peacock, E. and Chin, W.W. (2001) Extending the technology acceptance model: The influence of perceived user resources. Database for Advances in Information Systems 32: 86–112.CrossRefGoogle Scholar
  31. Melewar, T.C. (2003) Determinants of the corporate identity construct: A review of the literature. Journal of Marketing Communications 9: 195–220.CrossRefGoogle Scholar
  32. Melewar, T.C. and Jenkins, E. (2002) Defining the corporate identity construct. Corporate Reputation Review 5 (1): 76–90.CrossRefGoogle Scholar
  33. Melewar, T.C. and Karaosmanoglu, E. (2006) Seven dimensions of corporate identity. A categorisation from the practitioners’ perspectives. European Journal of Marketing 40 (7/8): 846–869.CrossRefGoogle Scholar
  34. Money, K. and Hillenbrand, C. (2006) Using reputation measurement to create value: An analysis and integration of existing measures. Journal of General Management 32 (1): 1–12.Google Scholar
  35. Money, K., Hillenbrand, C., Day, M. and Magnan, G. (forthcoming) Exploring the reputation of b2b partnerships: Extending the study of reputation from the perception of single firms to the perception of interfirm partnerships. Industrial Marketing Management 39 (2010): 761–768.Google Scholar
  36. Morgan, R.M. and Hunt, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing 58 (3): 20–39.CrossRefGoogle Scholar
  37. Pitt, L. (2007) A qualitative framework for understanding brand and identity. Journal of General Management 36 (2): 1–16.Google Scholar
  38. Pitt, L.F. and Papania, L. (2007) In the words: Managerial approaches to exploring corporate intended image through content analysis. Journal of General Management 32 (4): 1–16.Google Scholar
  39. Podsakoff, P.M., MacKenzie, S.B., Lee, J.-Y. and Podsakoff, N.P. (2003) Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology 88 (5): 879–903.CrossRefGoogle Scholar
  40. Post, J.E., Preston, L.E. and Sachs, S. (2002) Managing the extended enterprise: The new stakeholder view. California Management Review 45 (1): 6–28.CrossRefGoogle Scholar
  41. Roberts, P.W. and Dowling, G.R. (2002) Corporate reputation and sustained superior financial performance. Strategic Management Journal 23 (12): 1077–1094.CrossRefGoogle Scholar
  42. Rossiter, J.R. (2002) The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing 19: 305–335.CrossRefGoogle Scholar
  43. Walsh, G. and Beatty, S. (2007) Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science 35 (1): 127–143.CrossRefGoogle Scholar
  44. Walsh, G., Mitchell, V.-W., Jackson, P.R. and Beatty, S.E. (2009) Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management 20 (2): 187–203.CrossRefGoogle Scholar
  45. Wixom, B.H. and Watson, H.J. (2001) An empirical investigation of the factors affecting data warehousing success. MIS Quarterly 25 (1): 17–41.CrossRefGoogle Scholar

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  1. 1.Henley Business School at the University of ReadingHenley on ThamesUK

Personalised recommendations