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BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS

Purpose - The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker’s brand personality attributes and analyze how the attributes are effectively used to build up a unique corporate identi...

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Main Authors: ABDULLAH, ZULHAMRI, Md Nordin, Shahrina, ABDUL AZIZ, YUHANIS
Format: Conference or Workshop Item
Published: 2011
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utp.edu.my/5082/1/Conference_Paper_Cobiir_final.doc
http://eprints.utp.edu.my/5082/
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spelling my.utp.eprints.50822017-01-19T08:22:58Z BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS ABDULLAH, ZULHAMRI Md Nordin, Shahrina ABDUL AZIZ, YUHANIS H Social Sciences (General) Purpose - The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker’s brand personality attributes and analyze how the attributes are effectively used to build up a unique corporate identity. Design/methodology/approach – Content analysis is employed to examine similarities and differences for 300 Malaysian and Singaporean consumer corporations based on Aaker’s five brand personality scales. Findings – It is believed that generally most companies tend to publish and communicate their mission and vision statements visibly to general stakeholders. However, specifically there is discrepancy of brand personality attributes between Malaysian and Singaporean consumer corporations. We also found that some Malaysian organizations have a lack of international focus which affects their organizational esteem in building unique corporate identity and gaining competitive advantages within a context of global business environment. Practical implications - The study acknowledges the increase in communicating mission and vision statements on the corporate websites of Malaysian and Singaporean corporations. However, there is a dire need for corporations in Malaysia and Singapore to orchestrate their core competence in order to develop a unique corporate identity in a global business environment. Originality/value - The study contributes to the corporate identity literature in the sense of communicating their desired brand personality for the critical inquiry of the dominant coalition. Keywords: Corporate identity, brand personality, top management, Asian country. 2011-02-16 Conference or Workshop Item NonPeerReviewed application/pdf http://eprints.utp.edu.my/5082/1/Conference_Paper_Cobiir_final.doc ABDULLAH, ZULHAMRI and Md Nordin, Shahrina and ABDUL AZIZ, YUHANIS (2011) BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS. In: 1st International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), 15-16 February 2011, Switzerland ZHAW Zurich University of Applied Sciences. http://eprints.utp.edu.my/5082/
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
ABDULLAH, ZULHAMRI
Md Nordin, Shahrina
ABDUL AZIZ, YUHANIS
BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
description Purpose - The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker’s brand personality attributes and analyze how the attributes are effectively used to build up a unique corporate identity. Design/methodology/approach – Content analysis is employed to examine similarities and differences for 300 Malaysian and Singaporean consumer corporations based on Aaker’s five brand personality scales. Findings – It is believed that generally most companies tend to publish and communicate their mission and vision statements visibly to general stakeholders. However, specifically there is discrepancy of brand personality attributes between Malaysian and Singaporean consumer corporations. We also found that some Malaysian organizations have a lack of international focus which affects their organizational esteem in building unique corporate identity and gaining competitive advantages within a context of global business environment. Practical implications - The study acknowledges the increase in communicating mission and vision statements on the corporate websites of Malaysian and Singaporean corporations. However, there is a dire need for corporations in Malaysia and Singapore to orchestrate their core competence in order to develop a unique corporate identity in a global business environment. Originality/value - The study contributes to the corporate identity literature in the sense of communicating their desired brand personality for the critical inquiry of the dominant coalition. Keywords: Corporate identity, brand personality, top management, Asian country.
format Conference or Workshop Item
author ABDULLAH, ZULHAMRI
Md Nordin, Shahrina
ABDUL AZIZ, YUHANIS
author_facet ABDULLAH, ZULHAMRI
Md Nordin, Shahrina
ABDUL AZIZ, YUHANIS
author_sort ABDULLAH, ZULHAMRI
title BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
title_short BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
title_full BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
title_fullStr BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
title_full_unstemmed BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
title_sort building a unique corporate identity: a study on the mission & vision statements on corporate websites of malaysian and singaporean corporations
publishDate 2011
url http://eprints.utp.edu.my/5082/1/Conference_Paper_Cobiir_final.doc
http://eprints.utp.edu.my/5082/
_version_ 1738655386178682880
score 13.211869

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