Journal of the Academy of Marketing Science

, Volume 34, Issue 2, pp 107–114 | Cite as

Corporate identity and the societal constituent

  • Jay M. Handelman


Increasingly, the management of corporations’ identities is being conducted in the context of empowered, socially engaged, culturally adept social actors who present organizations with a range of conflicting societal and economic expectations. These social actors, referred to as societal constituents, claim moral legitimacy to influence the decisions and actions of corporations they feel have affected their personal and community space. Firms’ environments come to be regarded as complex webs of social groups whereby the cultural meanings embedded in their corporate brands come to be morphed across the range of social groups. As such, the management of corporate brands becomes a task of symbolic facilitation and managing contradictions.


corporate branding corporate branding stakeholder constituent society activism 


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Copyright information

© Academy of Marketing Science 2006

Authors and Affiliations

  • Jay M. Handelman
    • 1
  1. 1.Queen’s UniversityKingstonCanada

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