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Behavioural Perspective

Abstract

This chapter develops a behavioural framework to explain how corporate communication works. The framework considers corporate brands and corporate communication from a constituency’s point of view. More specifically, it explains constituency’s psychological and behavioural responses to corporate communication. The analysis is thus carried out from a behavioural perspective. According to a neo-behavioural paradigm to communication, corporate communication stimuli affect corporate brand knowledge in constituencies’ minds, these corporate communication effects being moderated by both constituency-related factors as well as stimulus-related factors. In turn, corporate brand knowledge may affect constituency behaviour.

Keywords

Communication Effect Brand Equity Processing Goal Corporate Image Psychological Response 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2007

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