The interrelationship between identity and image is being increasingly explored, with Dutton and Dukerich (1991) arguing that image is tied to identity. Thus, it is unlikely that a change in image can be scrutinized with the absence of a change in identity. In this paper, organizational identity is defined as “consistent and targeted representations of the
corporation emphasized through the management of corporate symbols and logos; strategically planned and operationally applied internal and external selfrepresentation” (Gioia et al. 2000, 67).