Exam 13: Exploring Disciplines and Concepts in Corporate Communication and Reputation Management

Corporate associations by themselves cannot act as a source of influence on consumers' decisions and behaviour.

What are the benefits of reputation in relation to a company's relationship with consumers?

The aim of managing corporate identity is primarily concerned with gaining strategic advantage.

Name main categories and sources of corporate associations.

Identification with an organization does not affect an individual's own identity.

Corporate brand is always limited to a single company.

Explain the main difference between the internal and external dimension of CSR.

How would you evaluate the role of positioning of the employer brand in the internal branding process?

Unlike corporate image, which is formed over time, reputation relates to an individual's momentary perception of a company.

Commitment can be understood as a part of identification.

Corporate reputation is a dynamic concept.

Identity of an organization is oriented only inwards and thus only relates to an organization as a group of people.

Would you agree with the statement that corporate communication can be seen as an upgrade of the idea of integrated marketing communication and why?

Information about how others see the organization has no influence on employees' perceptions of organizational identity.

Trust is the amount of confidence that individuals have in institution.

Identification directly influences consumers' satisfaction and brand preference.

The basic idea of corporate communication deals with the synchronized approach to communication of an entity as a whole.

General consumers can be used in order to personalize a company or its products.

The concept of inward uniformity emphasizes the identification, articulation, and development of unique capabilities of a company.

Which of the following stakeholder categories does not require a response from the management?