Identity studies: Multiple perspectives and implications for corporate-level marketing

Abstract

Purpose – Provides a comprehensive review of the identity literature drawing on perspectives from marketing (corporate identity concept) and organisational behaviour (organisational identity) so as to provide an up-to –date overview of identity scholarship. Findings – Reveals a growing congruency between scholars of marketing and organisational behaviour in their comprehension of identity. Identifies four principal schools of thought relating to identity which differ in terms of conceptualisation, locus of analysis and explanandum (corporate identity, visual identity, an organisation’s identity and organisational identity). Our review confirms the importance of identity especially in relation to the concepts underpinning the nascent field of corporate-level marketing. Practical implications – the importance of taking a multidisciplinary perspective in the comprehension and management of identity in organisational contexts. Originality/Value – The first major review of identity studies that synthesises the marketing and organisational behaviour approaches to identity. Offers pointers in terms of the research agenda to be followed.