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is method (Charteris-Black,2004). He concludes that metaphors of NATURAL WEATHER PHENOMENON,AGGRESSION, FALL, DISEQUILIBRIUM, EXPLOSION, DISEASE, andOPPORTUNITY help to construct the notion of “economic crisis”, which subtlycontributes to evade human responsibility and guilt in the economic crisis, invitereaders to engage, and thus strengthen emotional involvement of them.Entrepreneurs employ the concepts of Living organism, Soldier, Willful HumanBeing, Friend, Actor, Vehicle, and Construction to metaphorically construct thenotion of “company”, in order to stimulate the understanding, confidence, andsolidarity of the message recipients, and align them to convey the message ofcorporate stability. He suggests that CEOs should exert care when manipulatemetaphors, so as to build desirable market, reach customer expectations, and obscurenegative performances to outline the enterprise blueprint. In addition, Bujaki andMcConomy (2012) attempts to probe into the relations between metaphor variationsand corporate leadership, as well as financial fortunes change. They combinequantitative and qualitative content analysis, selectively read their corpora toidentify metaphors and compute frequency and density of metaphors. Resultssuggest that Nortel Networks Corporation’s letters to shareholders include keymetaphors of Science, Journey, Vision, Construction and Theatre. Furthermore,changes in metaphor prevalence across corporate leadership turnovers, and changesin metaphor meaning in periods of growth and decline of the company have beenidentified. Metaphor is closely related to trends in corporate financial performanceand constantly used as a means of impression management.

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2.2 Previous studies on corporate identity

Corporate image is the overall impression the public has of a company. Positivecorporate image can assist a company in increasing competitiveness and profitability,and companies often adopt varied strategies in order to promote their images in theminds of the public, one of which is to project a positive corporate identity. Melewar (2003, p. 195) defines corporate identity as “a strategic resource for buildingcredibility and support amongst a variety of stakeholders and gaining competitiveadvantage in this new business environment”. Further, Cornelissen (2004, p. 71)adopts a social constructivism view, and sees corporate identity as “concerned withthe construction of identity to differentiate a company’s position and offerings in theeyes of important stakeholder groups”. The construction of a positive corporateidentity has become one of the foci of corporate management, as for its facilitationto corporate overall competitiveness, shareholder attraction, and reputationadvancement. As a result, many scholars collect corporate reports or social networkinformation, and take different views as well as approaches to explore corporatestrategies on building identities and legitimating self-conducts.

Figure 3-2 A proposed analytical framework

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CHAPTER THREE ANALYTICAL FRAMEWORK ..............................14

3.1 Conceptual Metaphor Theory..............................14

3.2 Cognitive-Cultural Theory...........................................15

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