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The relationship between corporate identity-management constructs and relationship-management constructs: a case study of the North-West University

a case study of the North-West University

Lida Holtzhausen
North-West University
Lynnette Fourie
North-West University
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The relationship between corporate identity-management constructs and relationship-management constructs: a case study of the North-West University. (2022). Communicare: Journal for Communication Studies in Africa, 32(1), 58-83. https://doi.org/10.36615/jcsa.v32i1.1613
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  • Submited: October 15, 2022
  • Published: October 17, 2022

Abstract

This article investigates the relationship between corporate identity-management constructs and
the quality of employer-employee relationships at the North-West University. Internal stakeholders
such as employees are not so much concerned about how the organisation is visually represented
as about the behavioural aspects of the organisation.
Companies are continually finding themselves in positions where they are encouraged to manage
their corporate identities with a view to managing their reputations so as ultimately to strengthen
and maintain good relationships with their stakeholders. The realisation that employees form
part of the external corporate identity of a company has shifted the focus of corporate identity
management inwards towards employees as an internal stakeholder group. Although it is
assumed that good corporate identity management leads to good relationships, little research
has been done on the direct link between the two concepts. Research in this regard has found a
relationship between employees’ perceptions of how effectively the company upholds its values
(as part of the non-visual corporate identity) and the quality of its employee relationships.

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How to Cite
The relationship between corporate identity-management constructs and relationship-management constructs: a case study of the North-West University. (2022). Communicare: Journal for Communication Studies in Africa, 32(1), 58-83. https://doi.org/10.36615/jcsa.v32i1.1613

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