A study on the impact of corporate communication on the company's image building activities



ACKNOWLEDGEMENT

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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Date: __________________________

DECLARATION

I , hereby declare to the best of my knowledge that all the contents of this thesis represent my personal authentic work, and that no such thesis has been previously submitted for any academic examination or any other qualification. Additionally, it is a representation of my own personal opinions, and does not have anything to do with those of the University.

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ABSTRACT

Corporate communication serves as the liaison between an organization and the public's. The tools used for this type of communication are public relations, advertising, corporate video news letter, website, internet, exhibitions and events. A growing number of studies have argued that good corporate relations have strategic value for the firms that possess them (Dierckx and Cool, 1989; Fombrun, 1996; Roberts and Dowling, 2OO2 Rumelt.1987; weigelt and Camerer1988). Companies are concerned about managing their reputation because reputation perceptions are linked with outcomes deemed important to the firm (Bromely 1993, Yoon. Guffey and Kijewski, 1993). The concept of corporate communication generally involves communications management of for-profit organizations. The fuzzy concept in practice is often used synonymously with business-related communications activities. Communication is the possibility for the living to transmit to another or others, information, feelings and experiences. In any communication has to be a sender, a message and a receiver. In corporate communication, perception with the public / target is one of the most important, since it depends on the understanding and the attitude taken, which will affect the response to the message and how to generate feedback. Is it therefore conclusive to cluster the book around the above-mentioned four themes? The articles were organised according to the various academic disciplines on the one hand and with regard to the content on the other hand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background of the Study1

Corporation2

Membership of a corporation (Employees/Management)3

Communication4

Perception of corporate social function5

Corporate communication7

Communication tools8

Advertisements8

Corporate Video8

Website9

Role of communication on Corporate Identity9

Role of communication in corporate image building10

Corporate culture12

What is strategic corporate communication13

Cultural impact15

Statement of problem16

Aims and objectives17

Hypothesis17

Methodology17

Data Analysis18

Research Design19

Exploratory Research19

Research Approach19

A Quantitative Approach20

The Qualitative Approach20

Pragmatic or Mixed Methods Approach20

Research Strategy20

Scope of the study21

CHAPTER 02: LITERATURE REVIEW23

Diverse field of corporate communication23

Communications management24

What is communication?25

How we communicate:25

Principles of Corporate Communications26

The perceived communication26

The paradigms26

The Pyramid communication26

Communication with stakeholders27

Introduction to Corporate communication27

Types of Communication28

Principles of Corporate Communications29

Internal Communication30

Internal communications31

Advertising in Business35

The perception of colour in business perspective36

The perception of saturation38

The perception of form38

The perception of depth39

The perception of the style39

The perception of the composition39

Perceptions on the type of association40

Controlling corporate image40

Cultural determinants41

Time42

Individualism and collectivism43

Universalism and particularise43

Masculinity and femininity43

Uncertainty avoidance44

CHAPTER 03: METHODOLOGY45

Overview45

Research Design46

Descriptive Research47

Exploratory Research47

Research Approach48

A Quantitative Approach49

The Qualitative Approach50

Theoretical Framework Reference51

Pragmatic or Mixed Methods Approach52

Research Strategy53

Research ...