Essentials of Corporate Communication

Riel, Cees B. M. van; Fombrun, Charles J.

doi:10.4324/9780203390931

Cited by 561 publications

(397 citation statements)

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“…By effectively benchmarking reputation (what a corporation is known for based upon past action) to identity (what corporation stands for and wishes to be known for), positive and consistent messages are communicated, long-term stakeholder relationships are fostered and market success is achieved (Roberts and Dowling 1997). Hence, creating, marketing and maintaining a favourable reputation represents the very means by which an organization develops and flourishes (Van Riel and Fombrun 2007). Reflecting the importance of and rationale for reputation management strategies in business, higher education institutions have increasingly begun to focus on branding, corporate communication and reputation as strategic priorities (Waeraas and Solbakk 2008).…”

Section: Defining Reputation: Organizational Academic and Researchmentioning

confidence: 99%

“…Organizational reputation can be built or institutionalized through a high status third party or from stakeholders' evaluations (Rindova et al 2005). Taking a marketing perspective, there is an ever-increasing pressure for organizations and institutions to manage and market their corporate brands and develop a favourable reputation among their stakeholders (Van Riel and Fombrun 2007;de Chernatony 1999). By effectively benchmarking reputation (what a corporation is known for based upon past action) to identity (what corporation stands for and wishes to be known for), positive and consistent messages are communicated, long-term stakeholder relationships are fostered and market success is achieved (Roberts and Dowling 1997).…”

Section: Defining Reputation: Organizational Academic and Researchmentioning

confidence: 99%

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The rhetoric and reality of research reputation: ‘fur coat and no knickers’

O’Loughlin

MacPhail

Msetfi

2013

Studies in Higher Education

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Evaluation systems including global university rankings have been recently introduced as mechanisms for assessing overall academic quality, appraising research reputation and as a basis for funding and policy decisions. This study explores the concept of research reputation in terms of how it is defined, constituted and assessed. Eight professor-level academics from a range of disciplines based at European universities were interviewed. The findings highlight the subjective and multidimensional nature of research reputation, the role of informal and formal communications in creating and building research reputation, and the inter-relationships between academics, departments and institutions in enabling research reputation, individually and collectively. Given the problematic nature of research reputation, it is critical that higher education institutions engage in effective strategic reputation management at all levels. Consistency of understanding of research reputation should also exist among all users of ranking systems, particularly those involved in higher education policy and research strategy decision-making.

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Section: Defining Reputation: Organizational Academic and Researchmentioning

confidence: 99%

Section: Defining Reputation: Organizational Academic and Researchmentioning

confidence: 99%

The rhetoric and reality of research reputation: ‘fur coat and no knickers’

O’Loughlin

MacPhail

Msetfi

2013

Studies in Higher Education

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“…Two types of CSR information sources differ from a consumer perspective: companycontrolled communication (part of the corporate identity mix, Van Riel, 1995) and uncontrolled information, such as word of mouth, mass media, or non-governmental organisations' (NGO) communications (Balmer and Gray, 1999;Bernstein, 2009;Du et al, 2010). With regard to ethical corporate identity, "uncontrolled communication is in need of increased attention" (Balmer et al, 2007, p.9), because consumers have access to independent sources of information and can compare information provided by the company with evaluations from third parties, such as sustainability ratings.…”

Section: Controllable Csr Communication Versus Uncontrollable Csr Infmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

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ABSTRACT. Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

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“…However, in order to build a solid reputation, companies must project an identity that matches their true nature (van Riel and Fombrun, 2007).…”

mentioning

confidence: 99%

“…Organizations want to impress others favorably (van Riel and Fombrun, 2007), and what they intend to project includes a conception of themselves (Goffman, 1959). However, sometimes what they project is not what they intended, and a gap is created that prevents the formation of a good image in external audiences' minds.…”

mentioning

confidence: 99%

Auditing the identity of regional wine brands: the case of Swiss Merlot Ticino

Zamparini

Lurati

Illia

2010

International Journal of Wine Business Research

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Purpose -The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino. Design/Methodology/Approach -The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials. Findings -The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands. Research limitations/implications -The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool. Originality/Value -This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits. Keywords -Communication audit, regional brand, identity, Switzerland. Paper type -Research paper 2 IntroductionToday's wine industry is enjoying growth in production, and consumption is increasing, especially in emerging economies [I] . This growth also means increased global competition, and several global brands developed by giant New World producers, as well as emerging small and medium-sized (SME) Australian and Chilean wineries, have begun challenging traditional small European productions.In the face of such competition, how wine brands are communicated to consumers has become more important than ever (Campbell and Guibert, 2006; Egan and Bell, 2000); however, thus far the majority of studies have focused on understanding consumers' perceptions and attitudes toward regional brands (Rasmussen and Lockshin, 1999;Hall, Lockshin and O'Mahoney, 2001;Thomas and Pickering, 2005), while research on how producers in a winemaking region cooperate, develop, and promote a common brand identity remains limited (Fensterseifer, 2007).This paper addresses the issue of collective branding for regional wines from a communication perspective. It provides a methodology with which to assess wineries' intentions and how they communicate their regional brands with an empirical applicat...

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Essentials of Corporate Communication

Cited by 561 publications

References 0 publications

The rhetoric and reality of research reputation: ‘fur coat and no knickers’

The rhetoric and reality of research reputation: ‘fur coat and no knickers’

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

Auditing the identity of regional wine brands: the case of Swiss Merlot Ticino

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