Many researchers have expressed frustration with the current state of scholarship about corporate and organizational identity. There are multiple definitions and confusion about the antecedents and consequences of each type of identity. Also, given the amount of scholarship involving these constructs, there are surprisingly few measures of either construct. We propose that each type of identity is an important and related construct. To clarify the relationships between and among the constructs, we review their use in three literatures. We then develop a model of how the two identity constructs relate to each other to influence how stakeholders trust and engage with their chosen organizations. To guide further research, we suggest how better measures of each construct can be developed.Keywords Corporate identity . Organizational identity As Stryker and Burke (2000) attest, the language of "identity" is ubiquitous in the social sciences. Its principal domains include philosophy, social anthropology, political science, psychology, and social psychology. Across these domains, the identity construct has variable conceptual meanings and theoretical roles. Sometimes linking back to these domains and sometimes relying on common usage, scholars in organizational science have studied how organizations create their identities and how employees and customers respond to these creations. An expanding literature that focuses on the questions of "who are we?" and "who do we want to be?" attests to the importance of this research endeavour (Bartel et al. 2007). The fundamental questions that the literature addresses are:1. How do organizations create their identities? 2. How do organizations communicate their identities? 3. How do people respond to these identities? From a communications perspective, these questions focus on how an organization encodes information about its character and how people decode this information . From both a marketing and organizational behavior perspective, the questions focus on what attributes characterize an organization and how people respond to expressions of this character. We use these disciplinary lenses to examine identity and provide a more comprehensive understanding of the construct.The current state of academic scholarship about the nature of identity and its effects on employees and customers has been described as confused (e.g., Albert et al. 2000;Balmer 2001b;Edwards 2005;Corley et al. 2006;Cornelissen 2006). The origins of this confusion can be traced to the emergence of largely unrelated streams of scholarship. One group of early scholars focused on how an organization presents itself to its employees and customers. Here the construct became known as "corporate identity" and focused on the question of "who do we want to be?" Later another group of scholars focused on how employees (collectively) build a shared understanding of their organization. Here the construct became known as "organizational identity" and focused on "who are we?" Within each stream of research, a number of diffe...