Formal and informal communication channels in creating corporate brand image and preference (CROSBI ID 168884)
Prilog u časopisu | prethodno priopćenje
Podaci o odgovornosti
First, Ivana ; Tomić Marija
engleski
Formal and informal communication channels in creating corporate brand image and preference
This study analyses the effect which various communication channels have in corporate brand image creation among potential employees. Empirical data was collected by a survey on 370 graduate students. The results discovered that over ¾ of potential employees learn about the studied company from informal communication channels. Nevertheless, students of faculties that hold formal Company presentations are much better acquainted with Company than students of faculties with no formal presentations. Further on, within the scope of mono-channeled communication, there is no difference in how formal and informal channels influence brand knowledge and feelings. On the other hand, multi-channeled communication has more influence on both knowledge and feelings than the mono-channeled one. Finally, brand feelings better than brand knowledge determine brand preference, but knowledge also determines feelings. These results have several practical implications. Although informal communication has a wider range of resonance ; formal one is more important and should not be neglected by practitioners. Formal communication is not only able to create positive brand image equally well, but it also acts as a trigger for informal communication. Practitioners faced with limited resources are further advised to give priority to communication that creates brand feelings rather than brand knowledge.
Keywords: communication channels ; (in)formal communication ; corporate image ; brand feelings ; brand knowledge ; brand preference.
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Podaci o izdanju
23 (1)
2011.
45-61
objavljeno
0353-4790
1849-1383
Povezanost rada
Ekonomija