Corporate Reputation and the Discipline of Visual Communication

Alessandri, Susan Westcott

doi:10.1002/9781118335529.ch13

Cited by 3 publications

(4 citation statements)

References 25 publications

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“…The results are in line with previous studies who suggested that consistency helps to form a positive identity and reputation of a company (Van den Bosch et al, 2005;Phillips et al, 2014;Foroudi et al, 2017). Allessandri (2013) suggests that visual identity helps organization to maintain and strengthen customer relationship by forming an association that helps to create positive identity and reputation of the organization. The findings also revealed that type of organization does not affect appreciation of visual identity (except innovativeness) and reputation.…”

Section: Discussionsupporting

confidence: 91%

“…According to Van den Bosch et al (2005), CVI is an important visible tool that makes an organization recognizable and familiar among its external stakeholders. Further, visual identity helps the organizations to strengthen and maintain customer relationships by contributing to the development of associations, which build a positive image and JIBR 13,2 reputation of the brand or an organization (Allessandri, 2013). Many researchers assume that corporate branding and communication activities are instrumental in building up corporate reputation (Bickerton, 2000;Einwiller, 2002;Foroudi et al, 2017).…”

Section: Corporate Visual Identity and Identity Image And Reputationmentioning

confidence: 99%

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Investigating the effects of consistent visual identity on social media

Kaur

2021

JIBR

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Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

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Section: Discussionsupporting

confidence: 91%

Section: Corporate Visual Identity and Identity Image And Reputationmentioning

confidence: 99%

Investigating the effects of consistent visual identity on social media

Kaur

2021

JIBR

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“…Moreover, to manage visual communication it needs regulative and normative guidelines as well as specific internal and external business processes (for internal or external productions and collaborations). Ideally, organizations should implement routines to monitor and measure the effects of their visual communication (Alessandri, 2013;Stacks, 2017;Watson, 2012).…”

Section: Visual Communication Managementmentioning

confidence: 99%

“…Moreover, the legal and the technical side need further consideration. Finally, it needs specific measurement routines for visual communication such as eye-tracking or video analysis (Alessandri, 2013(Alessandri, , 2014. Because no empirical data in the area of visual communication management exist, the final research question will be:…”

Section: Visual Communication Managementmentioning

confidence: 99%

The status quo of the visual turn in public relations practice

Wiesenberg

Verčič

2020

Communications

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While most research in public relations and strategic communication concentrates on textual elements, this contribution shifts the focus to the growing importance of visual elements. The theoretical background is based on visual theory and the concept of strategic mediatization. By using a large-scale quantitative survey among 3,387 European communication professionals, this study is the first empirical evidence of communication professionals’ perspectives concerning visual communication. Therefore, the paper empirically demonstrates a visual turn in strategic communication. Although practitioners have been using visual elements since the very beginnings of their trade, only a minority guide these activities through a sound management process. This calls for a deeper consideration of visual communication management in practice and visual public relations research in academia.

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The Future of Communication Research in Corporate Reputation Studies

Carroll

2013

The Handbook of Communication and Corporate Reputation

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Corporate Reputation and the Discipline of Visual Communication

Cited by 3 publications

References 25 publications

Investigating the effects of consistent visual identity on social media

Investigating the effects of consistent visual identity on social media

The status quo of the visual turn in public relations practice

The Future of Communication Research in Corporate Reputation Studies

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