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.
KeywordsCommunication Effect Brand Equity Processing Goal Corporate Image Psychological Response
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