Naslov
The Influence of Corporate Communications on Corporate Image: The Picture of the Croatian Car Market

Autori
Pirić, Valentina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
2nd International Conference An Enterprise Odyssey: Building Competitive Advantage / Galetić, Lovorka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2004, 1834-1845

ISBN
953-6025-10-8

Skup
2nd International Conference - An Enterprise Odyssey: Building Competitive Advantage

Mjesto i datum
Zagreb, Hrvatska, 17.06.2004. - 19.06.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Corporate communications ; Corporate image ; Corporate advertising ; Public relations

Sažetak
Corporate communications are becoming increasingly important as a valuable management tool and a strategic tool, which helps an organisation create a competitive advantage in the era of integrated marketing communications. The literature on corporate communications and corporate image tends to focus on the larger, developed markets. There has been much discussion on how corporate communications can influence corporate image. The purpose of this paper is to prove that clear and strategic corporate communications, especially their two most important forms: corporate public relations and corporate advertising, are also the cornerstone for developing an extremely positive corporate image concept in the public minds. As the corporate image concept is central to corporate communications, it has been recognized by an increasing number of companies, which is true also for car manufacturers. The paper presents an overview of the literature, before focusing on how corporate communications influence corporate image among premium brand car manufacturers in the low developed Croatian car market. It appeared that corporate communications exerted strong influence on corporate image.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA