Naslov
Building Belief Model of Corporate Communication

Autori
Tafra-Vlahović, Majda

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Management

Urednik/ci
Vinko Morović

Izdavač
Veleučilište Baltazar Zaprešić

Grad
Zagreb

Godina
2015

Raspon stranica
540-549

ISBN
978-953-7670-99-3

Ključne riječi
Communication, trust, corporate brand, belief

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

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