| Summary: | This research attempts to establish that landscapes can support and enhance a business identity program. Previous environmental perception research has investigated affective and cognitive responses to natural landscapes, but little, if any, research has explored the area of meaning in a business landscape. Consequently, this study develops a theoretical framework from which to demonstrate a business identity in the landscape. In an effort to structure a framework for both affective and cognitive meanings in business environments, this study draws on past environmental perception research that focuses on affective responses to molar environments. From out of this research design, affective and cognitive dimensions are identified that allow testing of business identities in the environment. Findings show that landscapes can support and enhance an overall business identity program. The study concludes with a discussion of future research that might further the benefits of landscapes to the business community.
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