Reassessing Corporate Image?An Examination of How Image Bridges Symbolic Relationships With Behavioral Relationships

Wan, Hua-Hsin; Schell, Robert E.

doi:10.1207/s1532754xjprr1901_2

Cited by 11 publications

(17 citation statements)

References 54 publications

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“…This may hold true even after it is determined that the fight occurred across the street from campus, the people involved were not enrolled at the school, and University X has the safest campus in the city. This supports Wan and Schell's (2007) view that image congruency -the reflection of the public's desires and expectations -strongly influences how people view organizations.…”

Section: Organizational Imagesupporting

confidence: 78%

The influence of organizational image on college selection: what students seek in institutions of higher education

Pampaloni

2010

Journal of Marketing for Higher Education

114

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Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decisionmaking. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image.

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Section: Organizational Imagesupporting

confidence: 78%

The influence of organizational image on college selection: what students seek in institutions of higher education

Pampaloni

2010

Journal of Marketing for Higher Education

114

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“…The current study used negative impression and distrust as major cognitive responses. Negative impression represents the overall negative and immediate belief in an organization (Sherman, 1999; Wan & Schell, 2007). It reflects a public’s cognitive perceptual response toward the organization (Lee, 2005; Zanna & Rempel, 1988).…”

Section: Literature Reviewmentioning

confidence: 99%

Crisis Management and Corporate Apology: The Effects of Causal Attribution and Apology Type on Publics’ Cognitive and Affective Responses

Chung

Lee

2017

International Journal of Business Communication

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This study examined how corporate apologies influence cognitive and affective public responses (public anger, negative impression, distrust) during an aviation crisis. A total of 192 participants were exposed to one of the two types of causal attribution (internal vs. external) and one of the two types of corporate apology (responsibility-oriented vs. sympathy-oriented). This study found that a responsibility-oriented apology significantly more reduced public anger, negative impression, and distrust of an airline company than a sympathy-oriented apology in an internal/controllable crisis situation. Theoretical and practical implications as well as directions for future research are discussed.

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“…It combines what an organization defines itself with how the audiences conceive about an organization. Thus, these two different standpoints provide communicators and marketers with a challenge that they should endeavor to construct symbolic relationship through the organization’s communication efforts to bridge the gap between the organization-initiated and the audience-impressed image (Wan and Schell, 2007).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Communicators and managers ultimately aim to build a favorable behavioral relationship with the audience (Wan and Schell, 2007). Even if the first outcome of a variety of communication activities may be positive perceptions of a corporation, the final goal that marketers wish to reach is publics’ change in behavior.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Turning inside out: perceived internal branding in customer-firm relationship building

Kang

2016

JSM

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Purpose This paper aims to examine the strategic importance of perceived internal branding in building symbolic and behavioral relationships with a corporate in the service sector. Research on internal branding has been confined only to how internal staff understand brand values. Despite the importance of alignment between internal and external communication, little emphasis has been placed on consumers’ perception of how internal staff understand brand values. Even before experiencing service, consumers can shape their overall evaluation on service based on external communication about internal training and its congruence with brand values. Design/methodology/approach The theoretical model of cognitive, affective and behavioral responses is empirically tested using the structural equation modeling approach with a sample of 258 adults. Multiple group comparison is also conducted to identify the difference between user and non-user groups. Findings The findings indicate that perception of employees’ training and its congruence with external communication enables consumers to shape their cognitive and affective response toward a corporate, which is a source of future purchase intention. How consumers think about internal branding forms their attitudes and images of business and social conduct and enhances their behavioral intention. Practical implications The results imply that internal branding should not be limited to organizational communications but should be stretched into a critical topic for external communications. In particular, notable differences between user and non-user groups determined in the model provide further implications for corporate communication. Originality/value This paper stretches the concept of internal branding into the area of public interest. Theoretically, it tests a dual process model that suggests cognitive and affective antecedents in predicting consumer intention. Practically, it provides new ground for viewing internal affairs as part of a continuum of external communication and not a separate element of a corporation. The results are conducive to robust customer-firm relationship building in the service sector.

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Reassessing Corporate Image?An Examination of How Image Bridges Symbolic Relationships With Behavioral Relationships

Cited by 11 publications

References 54 publications

The influence of organizational image on college selection: what students seek in institutions of higher education

The influence of organizational image on college selection: what students seek in institutions of higher education

Crisis Management and Corporate Apology: The Effects of Causal Attribution and Apology Type on Publics’ Cognitive and Affective Responses

Turning inside out: perceived internal branding in customer-firm relationship building

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