Journal of Economics and Development, T. 16, S. 3 (2014)

Cỡ chữ:  Nhỏ  Vừa  Lớn

Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model

Nguyen Thi Hoang Yen

Tóm tắt


     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.

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Journal of Economics & Development, ISSN: 1859-0020