This study extends the conceptualization of corporate identity (CI), and develops a valid and
reliable scale for the concept via multistage research design. After detailed literature review,
key elements of CI in practice are clarified using 20 semi-structured interviews with senior
managers in leading UK companies, followed by an ...
This study extends the conceptualization of corporate identity (CI), and develops a valid and
reliable scale for the concept via multistage research design. After detailed literature review,
key elements of CI in practice are clarified using 20 semi-structured interviews with senior
managers in leading UK companies, followed by an online survey among senior managers in
the UK food and beverage sector. Five dimensions of CI are identified following two-step
structural equation modelling: consistent image, top management behavioral leadership,
employee identification, mission and values dissemination, and founder transformational
leadership. The scale is examined for nomological validity with an outcome variable, namely
corporate social responsibility. The contribution is novel, as for the first time CI is
empirically validated as a second-order hierarchical construct. The resultant scale guides
practitioners to specify priorities when developing CI, acts as a tool to assess the
effectiveness of activities over time, and enables corrective action where needed.