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Changing looks: internal and external effects of a corporate visual identity change

Bolhuis, W. (2007) Changing looks: internal and external effects of a corporate visual identity change.

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Abstract:Occasion and purpose Although many studies made assumptions about effects of a CVI change on corporate identity and corporate image, little of these studies examined this effect empirically. The aim of this study was to provide empirical insight into organizations¿ internal and external effects of a CVI change. Method Internal and external effects of CVI changes were measured using online questionnaires. Respondents were asked about information provision about the new CVI, their knowledge of the new CVI and their CVI evaluations. To examine internal effects of these variables, organizational identification and conceived identity were measured among employees. For the measurement of external effects, the corporate image of an organization was measured among consumers. Results Results of the study show that a CVI change is positively related to organizational identification, conceived identity and corporate image of an organization. These effects are affected by the information provided to the employees and consumers, their knowledge of the new CVI and their evaluation of the new CVI. Conclusions The present study shows that information provision about a new CVI affects both CVI related changes, like knowledge and evaluation of a new CVI, and organization related changes, like organizational identification, corporate identity and corporate image. This indicates that it is very important to extensively introduce a new CVI to internal and external stakeholders of an organization. In this way, commitment could be created for the new CVI, and the relation of the new CVI with the organization could be emphasized. The positive effect of CVI evaluation on evaluations of the organization shows the importance of an effective CVI for an organization, and demonstrates that a CVI change is able to change people¿s image of an organization, both internally and externally.
Item Type:Essay (Master)
Clients:
Nykamp Nyboer
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/57849
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