haku: @author Lindgreen, A. / yhteensä: 8
viite: 2 / 8
| Tekijä: | Dickinson-Delaporte, S. Beverland, M. Lindgreen, A. |
| Otsikko: | Building corporate reputation with stakeholders: exploring the role of message ambiguity for social marketers |
| Lehti: | European Journal of Marketing
2010 : VOL 44:11/12 p. 1856-1876 |
| Asiasana: | stakeholders corporate image non-profit organizations communication |
| Kieli: | eng |
| Tiivistelmä: | The article addresses the challenging role of management in hybrid firms, where stakeholders' interests are often contradictory. The authors aim to explore how message ambiguity can reduce stakeholder tension by conducting 25 interviews with brand marketers, owners, channel buyers, industry representatives and consumers. The results indicate that ambiguous message strategy indeed minimizes tension between stakeholders. One specific strategy is identified, in which authenticity is used deliberately as a positioning tool. This leads to increased reputation and decreased stakeholder tension. |
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