The Future of Communication Research in Corporate Reputation Studies

Carroll, Craig E.

doi:10.1002/9781118335529.ch46

Cited by 17 publications

(24 citation statements)

References 24 publications

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“…One such factor is the consumer's cumulative experience with a product or brand can have a strong influence on product search and alternative evaluation. According to Carroll (2013), more experienced consumers: (1) have a richer set of internal sources to turn to in internal search; (2) have less motivation to conduct external search but are more adept at conducting it, often consulting a wider set of external sources and processing the information more efficiently; (3) may consider a wider set of alternatives (see, e.g., M. D. Johnson & Lehmann, 1992), given a lower perception of the risk of the purchase than a less experienced consumer; and (4) use more sophisticated heuristics to evaluate alternatives. A second stable factor that involves the consumer in relation to a product or brand is the consumer's attitude toward the brand, the study of which draws on 7 theoretical frameworks from social psychology (Spears & Singh, 2004).…”

Section: Longer-term Factorsmentioning

confidence: 99%

“…Compared to potential consumers of PV systems, potential consumers of PEVs have analogous purchase and use experience with traditionally-fueled vehicles and some familiarity with brand distinctions (other than for new automotive entrants like Tesla) that can influence associative networks. This means that potential PEV consumersin contrast to PV consumerswill have a richer set of internal sources to turn to (in part due to the memory traces left from the emotion of experiencing driving/riding in other vehicles; Szymanski & Henard, 2001), less motivation to conduct external search, more adeptness in conducting external search, and more likelihood of consulting more external information sources (Carroll, 2013). In addition, today's PEVs have previous generations of HEVs and PEVs for which consumers might find experience analogous.…”

Section: Internal Searchmentioning

confidence: 99%

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Consumer Behavior and the Plug-In Electric Vehicle Purchase Decision Process: A Research Synthesis

Taylor

Fujita

2018

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Executive SummaryThis report synthesizes consumer behavior research as it pertains to the plug-in electric vehicle (PEV) purchase decision process. The purpose is to clarify what is known about the vital role consumers play in the U.S. PEV market as it matures to become less policy-reliant and more representative of the U.S., both spatially and demographically. A more representative PEV market will: help OEMs recoup more of their R&D investments in PEVs; help American consumers access the economic and performance benefits of PEVs; and help the U.S. become more energy independent while improving air quality-related public health and reducing greenhouse gas emissions.This report draws heavily from the marketing literature for its organization and insights. Section 2 introduces the standard five steps of the purchase decision process used in consumer behavior research and introduces important internal and external factors that are likely to affect that decision process. Section 3 provides a review of transportation data and literature that is structured around these five purchase decision steps, namely problem recognition, search (both internal and external), alternative evaluation, purchase, and post-purchase behavior. The final section of the report, Section 4, highlights cross-cutting themes in consumer behavior research that are relevant to the maturation of the U.S. PEV market. It also provides a table that compiles a variety of research topics that would fill important knowledge gaps about the PEV purchase decision process.The report identifies several challenges on the consumer side of the PEV purchase process. These include experience gaps and the need for consumers to make high investments of time and effort in the PEV purchase decision-making process and in post-purchase use. As is true for many purchase decisions, there is potential for negative emotions to arise throughout the PEV purchase decision process and for consumers to have negative purchase consequences. The vehicle purchase context can compound some of these challenges and/or differentiate how they play out with respect to PEV purchases versus traditionally-fueled light-duty vehicle purchases. Relevant contextual elements include: time constraints for purchase; rapid technological change in both PEVs and traditionally-fueled vehicles; and competition between PEVs and traditionallyfueled vehicles that are familiar, high-quality, and prominently advertised by OEMs.Despite these challenges, the report makes clear that there is an increasing value proposition for PEV purchase for a growing group of consumers based on the economic, performance, convenience, psycho-social, and societal benefits of PEVs. To increase public awareness of this value proposition, the report emphasizes the importance of emotional appeals and highlights the possible role of PEV owners in shaping these appeals.iii

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Section: Longer-term Factorsmentioning

confidence: 99%

Section: Internal Searchmentioning

confidence: 99%

Consumer Behavior and the Plug-In Electric Vehicle Purchase Decision Process: A Research Synthesis

Taylor

Fujita

2018

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“…Other terms for properties include traits and/or attributes. 157 These may concern properties linked to an organization's DNA or identity, its performance, or simply perceptions of the organization. The organizational properties most commonly discussed are those related to an organization's leadership, employees, products or services, financial performance, and corporate social performance.…”

Section: Craig E Carrollmentioning

confidence: 99%

Social Media: The New Mantra for Managing Reputation

Kaul

Chaudhri

Cherian³

et al. 2015

Vikalpa

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I n a world where "one angry tweet can torpedo a brand," 1 corporations need to embrace all possibilities. Social media 2 have transformed the business and communication landscape and organizations appear to, reluctantly or willingly, recognize this change. Evolving patterns of communication, collaboration, consumption, and innovation have created new domains of interactivity for companies and stakeholders. In this changed scenario, there are opportunities for experimentation and correction, yet challenges abound. As on date, there are no definitive methodologies nor there is a 'one-size-fits-all' formula that can be applied to all situations for optimum results.

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“…That contributes to overall perception of these stakeholders. Second is the how the university deals with the different segments of the public (Carroll 2013).…”

Section: Introductionmentioning

confidence: 99%

The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana

Boafo¹,

Agyapong²,

Asare³

et al. 2020

ABR

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Universities are adopting different strategies to attract students, enhance satisfaction level and loyalty as well as branding in a competitive market. Although university corporate identity and image is becoming an increasingly important issue in the marketing of universities in Ghana, there is sometimes a mismatch between the university corporate identity and image which can lead to poor marketing performance. This has therefore necessitated this study which is, evaluating the balance between corporate identity and corporate image and its impact on marketing performance of universities in Ghana using Christian Service University College as the case study. The study was descriptive. Population was past and current students of the university. Five hundred and seventy five (575) persons were sampled using convenience sampling method. Multiple linear regression was used to analyze data. Findings revealed a balance between CSUC corporate identity and corporate image, as it has positively impacted on the university’s marketing performance in these challenging times for private universities in Ghana. This was based on the evidence that, majority of the responses attested to the fact that the university practiced its Christian values inbuilt in its brand , also the university does what it says it stands for. Respondents were happy with lecturers and the university graduates’ performances on the field. The study recommended that Universities must create a perfect fit between their corporate identity and corporate image since they impact on their marketing performance, and also all staff must be made to understand the relationship between the institution's corporate identity and corporate image and its impact on marketing performance of the institution.

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The Future of Communication Research in Corporate Reputation Studies

Cited by 17 publications

References 24 publications

Consumer Behavior and the Plug-In Electric Vehicle Purchase Decision Process: A Research Synthesis

Consumer Behavior and the Plug-In Electric Vehicle Purchase Decision Process: A Research Synthesis

Social Media: The New Mantra for Managing Reputation

The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana

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