tailieunhanh - Corporate image in the context of organizational transformation: An integrative theoretical model

Corporate image in the context of organizational transformation: An integrative theoretical model. 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 | Journal of Economics and Development, , , December 2014, pp. 96-116 ISSN 1859 0020 Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model Nguyen Thi Hoang Yen Posts and Telecommunications Institute of Technology, Vietnam Email: yennth@ 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. Journal of Economics and Development 96 Vol. 16, , December 2014 1. Introduction necessary to pay special attention to this issue. Corporate image, which can be defined in the literature as a company’s image or an institutional image, plays an important role in company’s success. Indeed, it is seen as a strategic asset (Dowling, 1993) or as a source of competitive advantage for a company (Hall, 1993; Gray and Balmer, 1998). Due to this importance, corporate image is the subject of a large number of marketing researches. Indeed, under the process of organizational transformation, changes may occur in the relationship between companies and their customers. In fact, customers may abandon a company and the company might absolutely lose customers already acquired. It is possible that this loss relates to a negative image of the company after organizational transformation. For this reason, in this article, we discuss both corporate image and organizational transformation concepts. Our .