Open AccessCorporate identity vs. corporate image in the eyes of professionals: an interview-based study
Author(s) -
Emilia Wąsikiewicz-Firlej
Publication year - 2019
Publication title -
scripta neophilologica posnaniensia/scripta neophilologica posnaniensa
Language(s) - English
Resource type - Journals
eISSN - 2956-7890
pISSN - 1509-4146
DOI - 10.14746/snp.2018.18.11
Subject(s) - corporate identity , stakeholder , corporate communication , identity (music) , public relations , perception , corporate security , corporate branding , skepticism , corporate social responsibility , corporate governance , sociology , business , psychology , political science , advertising , aesthetics , neuroscience , philosophy , epistemology , brand management , finance
Contrary to subsequent studies focused on the construction of corporate identity, this article aims to examine the stakeholder’s perception of corporate identity projected to the public through language and visual manifestations on corporate “About us” pages. A qualitative, data-driven approach has been taken in the study. The results, based on data collected from in-depth, semi-structured interviews with twenty professionals, demonstrate the interviewees’ deep scepticism towards corporate narrations, which are interpreted as persuasive and serving corporate ends. Thus, online projections of corporate identities do always match actual images held by stakeholders. The interviewees have emerged as critical readers of corporate communications and active constructors of corporate image.