Are we one, or are we many? Diversity in organizational identities versus corporate identities

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Purpose
The implications of multiple organizational identities for branding research have been scarcely considered. This paper aims to explore what sources of identity internal stakeholders use to construct organizational identities and corporate identities, and identify how diversity emerges in the perceived identities across various stakeholders.
Design/methodology/approach
The empirical study includes 59 in-depth interviews with internal stakeholders in a business-to-business service company.
Findings
Employees may perceive identity diversity as a strategic benefit for the company, and employees may not identify with a uniform corporate identity. The corporate identity could become more identifiable for employees through managerial recognition of different dimensions of identity diversity, such as multiple professional and locational identities.
Originality/value
The study bridges insights between organizational identity and corporate identity and problematizes identity coherence and consistency as strategic principles for corporate branding by proposing an alternative approach guided by identity diversity. Additionally, the study discusses identity diversity-based approaches to internal branding and co-creation in branding.
Original languageEnglish
Peer-reviewed scientific journalJournal of Product and Brand Management
Volume30
Issue number6
Pages (from-to)788-805
Number of pages18
ISSN1061-0421
DOIs
Publication statusPublished - 03.08.2021
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • brand identification
  • brand co-creation
  • organizational identity
  • corporate branding
  • internal branding
  • multiple identities
  • corporate identity

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