Journal of Economics and Development, Vol. 16 No. 3 (2014), 96-116. https://doi.org/10.33301/2014.16.03.06
Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model
Abstract
Contemporary researchers often study the concepts of corporate image and organizational transformation from different perspectives: the first in marketing and the second in management. Yet there are opportunities to link these two concepts in the field of marketing. Basing on attribution theory, this paper proposes a new analytical framework for identifying corporate image determinants and consequences in the context of organizational transformation. This approach provides interesting implications for companies looking to enhance their image in such a context.Keywords:Corporate image, organizational transformation, attribution theory, customer response, communication.
How to Cite
Nguyen, T. H. Y. (2014). Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model. Journal of Economics and Development, 16(3), 96-116. https://doi.org/10.33301/2014.16.03.06