Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought.
Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights.
In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.
Table of Contents
1. Contemplating the Corporate Communications, Corporate Marketing and Identity Curricula - Celebrating 15 Years of the ICIG Symposium: 1994-2009 (Klement Podnar and John M.T. Balmer) 2. Weathervanes or Signposts? Constructs or Philosophy? Scrutinsing and Explicating Corporate Image, Corporate Identity, Corporate Communications, Corporate Reputation, Corporate Brands and Corporate Marketing (John M.T. Balmer) 3. Schools of Thought in Corporate Marketing – Traces and Future Perspectives (Joachim Kernstock and Tim Oliver Brexendorf) 4. The Missing Link in Corporate Marketing (Zlatko Jančič) 5. Corporate Social Responsibility and Corporate Identity: Potentials for Disciplinary Cross-Fertilization within Research and Teaching (Anne Ellerup Nielsen and Trine Susanne Johansen) 6. Consumer’s Identification with a Brand (Urška Tuškej and Klement Podnar) 7. Exploring How Organizational Identity is Affected by the Arrival of New Members (Laura Illia) 8. Holland’s Got Talent? The Relevance of Employer Branding in Job Advertisements for Becoming an Employer of Choice (Jan-Willem Schoonderbeek, Jorinde J.C. Westhoff, Kelta Meeusen and Wim J.L. Elving) 9. Generic Charisma – A Conceptualization and Measurement Tool Development (Ana Tkalac Verčič and Dejan Verčič) 10. Exploring the Relationship between Media Sentiments and Market Capitalisation in 32 FTSE-350 Firms (Temi Abimbola) 11. Corporate Communications in China: A Preliminary Study (Ying Fan) 12. Corporate Social Responsibility, Customer Trust and the Mediating Role of C-C Identification in the Banking Industry (Urša Golob and Klement Podnar) 13. How Do Companies Choose between Socially Responsible Suppliers? An Experimental Study (Joop-Joost Hietbrink, Guido Berens and Johan van Rekom) 14. Business Schools’ Use of CSR as a Corporate Marketing Strategy (Anne Ellerup Nielsen and Christa Thomsen)
Klement Podnar is Head of Marketing Communication and Public Relations at the University of Ljubljana, Slovenia. He researches corporate identity, image and reputation, organizational identification, corporate communications and marketing and has published in numerous journals, including the Corporate Reputation Review and the Journal of Marketing Communications.
John M. T. Balmer is Professor of Corporate Marketing at Brunel Business School, UK. His articles on the corporate identity, corporate branding and corporate marketing have been published in leading journals including the California Management Review, the European Journal of Marketing and the Journal of Business Ethics. He is Founder, Chairman and Conference Organiser of the International Corporate Identity Group (ICIG).