Embedding Theory in Corporate Identity through the Social Construction Lens

  •  Olutayo Otubanjo    


This paper strengthens the concept of corporate identity by embedding it with the social constructionist theory.
This objective is accomplished through the integration of core arguments within Berger and Luckman’s social
constructionist epistemology with important viewpoints present within a variety of corporate identity models.
Importantly, the outcome of the integration exercise reveals seven thematic points of interconnectivity between
social constructionism and corporate identity. It is hoped that these points on interconnectivity would lay a
foundation for further studies on how the concept of corporate identity can be further strengthened with theory.

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