engleski

Interrelationship of Corporate Identity, Corporate Image and Corporate Reputation: a New Stakeholder-Time Based Model

Corporate identity, corporate image and corporate reputation have attracted interest from a wide range of academic disciplines, due to their intangibility and their importance in building an organization's competitive advantages. This paper examines the constructs of corporate identity, corporate image and corporate reputation, uncovering the considerable confusion and mismatch in their uses present in the literature, due to cross- disciplinary researches and vague distinctive elements. After a systematic terminology and theoretical review, all conceptual models presented in the literature where considered and four of them, presented by imminent authors, were examined. Seeing the discrepancy of development between theory and modelling and because of the indisputable interrelationship of these three constructs constituting corporate marketing, a new two-dimensional model is proposed.

corporate identity; corporate image; corporate reputation; stakeholders; time

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