Building Belief Model of Corporate Communication (CROSBI ID 54682)
Prilog u knjizi | izvorni znanstveni rad
Podaci o odgovornosti
Tafra-Vlahović, Majda
engleski
Building Belief Model of Corporate Communication
At the level of corporate communicating with external and internal stakeholders and publics, identity statements affect perceptions about corporation and identity beliefs are some type of mental schemes constructed by the members of the corporation about the corporation who thus define their own experience. In the context of big changes and turns in the corporate communication strategy related to the influence of the new technologies and overall communication about the organisation and the pressure for the transparency by the public, the question of various identities of a corporation becomes increasingly significant in the fulfilment of corporate objectives. The building belief model as a certain construct in the constant process of creation that aims to redefine communication function the main role of which is shifting from corporate communication towards stimulating communication about corporation and initiating advocacy at scale, is, in that respect, the initial basis of communicating corporate identity, culture and brand towards external and internal stakeholders and publics. In this processes the role of communication manager is again moved upwards at the corporate management ladder towards executive positioning. The definition of activation of corporate character and stimulating the advocacy at scale for the corporation thus make the process construct of developing the identity and more open corporate culture which further contributes to positive reputation and maturing of corporate brand as new type of corporate identity.
Communication, trust, corporate brand, belief
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nije evidentirano
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nije evidentirano
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Podaci o prilogu
540-549.
objavljeno
Podaci o knjizi
Management
Vinko Morović
Zagreb: Veleučilište Baltazar Zaprešić
2015.
978-953-7670-99-3