Journal of Economics and Development, Vol. 16, No. 3, December 2014, pp. 96-116.
https://doi.org/10.33301/2014.16.03.06
https://doi.org/10.33301/2014.16.03.06
Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model
Abstract:
Contemporary researchers often study the concepts of corporate image and organizational transformation from different perspectives: the first in marketing and the second in management. Yet there are opportunities to link these two concepts in the field of marketing. Basing on attribution theory, this paper proposes a new analytical framework for identifying corporate image determinants and consequences in the context of organizational transformation. This approach provides interesting implications for companies looking to enhance their image in such a context.Keywords:Corporate image, organizational transformation, attribution theory, customer response, communication.
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