Development and management of corporate image in South Africa
Abstract
Gathers empirical evidence on how South African organisations manage their corporate image management process. The aim is to establish whether one of the leading models of the corporate image management process is applicable to practitioners in the area. While there is renewed interest in both academic and management circles, relatively few studies exist in the area of image management. In‐depth interviews with ten organisations that substantially changed their images recently were undertaken. The results are reported and confirm that the current knowledge and constructs on the corporate image management process are being put into practice by marketers.
Keywords
Citation
Abratt, R. and Nsenki Mofokeng, T. (2001), "Development and management of corporate image in South Africa", European Journal of Marketing, Vol. 35 No. 3/4, pp. 368-386. https://doi.org/10.1108/03090560110382075
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited