Corporate Identity and Corporate Associations: A Framework for Future Research

Abstract

This paper captures the thoughts of an international consortium of researchers who study marketing- related phenomena related to the managerial choices and actions involved in organizational identity formation and communication, and the resulting interpretations and reactions of individual, group and societal constituents. It presents a framework for research and a listing of initial research priorities with the intent of encouraging all readers, regardless of academic discipline, to contribute to this growing field of inquiry that will have important implications for the study and practice of corporate branding.