Stability and Change: How Firms Construct the Meaning of Corporate Identity, 1970-2005

49 Pages Posted: 12 Nov 2008

See all articles by Olutayo Otubanjo, PhD

Olutayo Otubanjo, PhD

Brunel Busines School, Brunel University, London

T.C. Melewar

Brunel University London; Middlesex University - Business School

Nelarine Cornelius

University of Bradford - School of Management

Date Written: November 11, 2008

Abstract

This study seeks to investigate how the meaning of corporate identity was constructed in the Nigerian banking industry between 1970 and 2005. By developing an empirical analysis of how this industry constructed the meaning of this concept during this period, this study provides insight into one of the least studied aspects of industry evolution. The semiotic analysis of nine corporate advertisements published by the three largest banks in Nigeria indicates that the construction of the meaning of corporate identity witnessed a movement through a series of stable but changing constructs namely generic corporate personality, distinctive corporate personality, transformative and innovative corporate personality. It is hoped that the emergence of these constructs will extend the current discourse and provide a fresh insight into the ongoing debate over the meaning of corporate identity, which is currently fraught by disagreement.

Keywords: Change, corporate identity, deregulation, distress, stability, regulation

Suggested Citation

Otubanjo, PhD, Olutayo and Melewar, T.C. and Cornelius, Nelarine, Stability and Change: How Firms Construct the Meaning of Corporate Identity, 1970-2005 (November 11, 2008). Available at SSRN: https://ssrn.com/abstract=1299640 or http://dx.doi.org/10.2139/ssrn.1299640

Olutayo Otubanjo, PhD (Contact Author)

Brunel Busines School, Brunel University, London ( email )

Kingston Lane
Eastern Gateway Building
Uxbridge, Middlesex
United Kingdom

T.C. Melewar

Brunel University London ( email )

Kingston Lane
Uxbridge, Middlesex UB8 3PH
United Kingdom

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Nelarine Cornelius

University of Bradford - School of Management ( email )

Emm Lane
Bradford, West Yorkshire Bd9 4JL
United Kingdom

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