Call for paper Special Issue: Redefining Corporate Brand Identity in the times of social media. A multi-stakeholder perspective

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A corporate identity “provides the central platform upon which corporate communications policies are developed, corporate reputations are built and corporate images and stakeholder identifications with the corporation are formed” (Balmer, 2008, p.881). Therefore, a corporate brand identity encompasses specific values and features which represent an organization and its products offered to a market; moreover, to be relevant and contribute to the creation of a competitive advantage, it should be unique, verifiable, and truthful. The corporate brand identification represents an emotional attachment and a sense of belonging to the company (Cornilissen et al., 2007), consequently, it can differentiate the firm from its competitors in the eyes of its stakeholders (Balmer, 2013). A strong corporate identity should help the firm to win in the job market (e.g., attracting talents and engaging them in the firm’s values), in the financial markets (e.g., to effectively place bond issuance), in the product markets (e.g., to strengthen the intangible values of the value proposition) and so on and so forth.