Beyond the uniqueness paradox in corporate identity research: A Social Identity perspective

Abstract

In an increasingly crowded marketplace, scholars have argued that a distinctive corporate identity can provide a valuable source of differentiation for the corporate brand. However, researchers have been repeatedly... [ view full abstract ]

Authors

  1. Rachael Maxwell (University of Bradford)
  2. Simon Knox (Cranfield University)
  3. Mary Stretch (Hutton House Recruitment)

Topic Area

Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora

Session

PT3-BICR2 » Brand, Identity & Corporate Reputation (14:30 - Tuesday, 7th July)

Paper

Uniqueness_paradox_-_conference_version_revised.docx.pdf

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