Corporate reputation management : an advertising perspective

Mahesh Chandra Guru, B. P. and Sanjeeva Raja, N. and Dileep Kumar, M. and Parashivamurthy, M. (2014) Corporate reputation management : an advertising perspective. Paripex? Indian Journal of Research , 3 (4). pp. 141-143. ISSN 2250-1991

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Abstract

The corporate advertising is done over the mass media to promote the company’s image and enhance the organizational reputation. Good corporate advertising acts as an umbrella covering all the products and services associated with a company. Corporate reputation building is indeed a challenging task. Scholars have identified four business parameters that influence corporate reputation namely - general business management, financial management, corporate marketing and corporate communication. Scholars have noted that corporate reputations are built, maintained and enhanced by several elements, such as being part of the corporate strategy, not merely a public relations or advertising slogan. Studies have revealed that corporate reputation building has tremendous economic value in the age of globalization. In today’s competitive environment, authentic facts and figures need to be generated through systematic evaluation in order to plan and activate corporate advertising practices of public and private organizations in modern society. The paper highlights the role of advertising in the process of corporate reputation management.

Item Type: Article
Subjects: Social Sciences > Journalism & Mass Communication
Divisions: PG Campuses > Manasagangotri, Mysore > Communication & Journalism
Depositing User: Praveen Kumari B.L
Date Deposited: 02 Feb 2015 04:56
Last Modified: 02 Feb 2015 04:56
URI: http://eprints.uni-mysore.ac.in/id/eprint/17440

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