IDEAS home Printed from https://ideas.repec.org/h/tkp/mklp15/2277.html
   My bibliography  Save this book chapter

Corporate Brand Identity Measurement – an Internal and External Perspective

Author

Listed:
  • Teresa Barros

    (Porto Polytechnic – CIICESI, ESTGF, Portugal)

  • Vitorino Martins

    (Porto Polytechnic – CIICESI, ESTGF, Portugal)

  • Hortensia Gouveia Barandas

    (Porto Polytechnic – CIICESI, ESTGF, Portugal)

Abstract

After revising literature one can conclude that there is a plethora of brand identity frameworks. Even so, the measurement of corporate brand identity is scarce in brand management literature. This came about as an opportunity to characterize the dimensions of corporate brand identity. For this purpose we choose an activity with a highly consumer involvement: higher education. The concepts are reshaped accordingly and scales are developed following a procedure of validation involving qualitative analysis of students, lecturers, top management and independent experts in order to refine the scales. A questionnaire was conducted aimed at engineering higher education students and 235 complete surveys were obtained. Data was analyzed using confirmatory factor analysis. The brand identity prism by Kapferer is used in this study and findings reveal that the scales used to define it are valid and reliable. It is also found that cultures perceived as being performance oriented, generate more salient identities This finding was discovered by developing the dimension ‘brand culture’ as a nominal variable based in a previous research by Desphande et al (1993). The concept of external brand identity is also validated by this research and findings reveal that there is a second-order factor formed by the dimensions proposed by Kapferer.

Suggested Citation

  • Teresa Barros & Vitorino Martins & Hortensia Gouveia Barandas, 2015. "Corporate Brand Identity Measurement – an Internal and External Perspective," Managing Intellectual Capital and Innovation for Sustainable and Inclusive Society: Managing Intellectual Capital and Innovation; Proceedings of the MakeLearn and TIIM Joint International Conference 2,, ToKnowPress.
    • Handle: RePEc:tkp:mklp15:2277
    as

    Download full text from publisher

    File URL: http://www.toknowpress.net/ISBN/978-961-6914-13-0/papers/ML15-600.pdf
    File Function: full text
    Download Restriction: no
    File URL: http://www.toknowpress.net/ISBN/978-961-6914-13-0/MakeLearn2015.pdf
    File Function: Conference Programme
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tkp:mklp15:2277. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Maks Jezovnik (email available below). General contact details of provider: http://www.toknowpress.net/proceedings/978-961-6914-13-0/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.