Abstract
communication, identity, and trust; and communication, identity, and image.
Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to development
of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an
emerging multinational corporation (EMNC) is presented.
Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm’s
corporate image and reputation.
Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which
influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a
developed market may enlighten others pursuing this path.
| Original language | English |
|---|---|
| Pages (from-to) | 177-187 |
| Number of pages | 11 |
| Journal | Journal of Product & Brand Management |
| Volume | 18 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2009 |
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Keywords
- Brand image
- Multinational companies
- Trust
- Communication
Cite this
Global Brand Market-Entry Strategy to Manage Corporate Reputation. / Omar, Maktoba; Williams, Robert L.; Lingelbach, David.
In: Journal of Product & Brand Management, Vol. 18, No. 3, 2009, p. 177-187.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Global Brand Market-Entry Strategy to Manage Corporate Reputation
AU - Omar, Maktoba
AU - Williams, Robert L.
AU - Lingelbach, David
PY - 2009
Y1 - 2009
N2 - Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts:communication, identity, and trust; and communication, identity, and image.Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to developmentof a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by anemerging multinational corporation (EMNC) is presented.Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm’scorporate image and reputation.Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, whichinfluence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into adeveloped market may enlighten others pursuing this path.
AB - Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts:communication, identity, and trust; and communication, identity, and image.Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to developmentof a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by anemerging multinational corporation (EMNC) is presented.Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm’scorporate image and reputation.Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, whichinfluence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into adeveloped market may enlighten others pursuing this path.
KW - Brand image
KW - Multinational companies
KW - Trust
KW - Communication
U2 - 10.1108/10610420910957807
DO - 10.1108/10610420910957807
M3 - Article
VL - 18
SP - 177
EP - 187
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
SN - 1061-0421
IS - 3
ER -