The Role Concept in Corporate Branding and Stakeholder Management Reconsidered: Are Stakeholder Groups Really Different?

Authors: Fiedler, Lars¹; Kirchgeorg, Manfred²

Source: Corporate Reputation Review, Volume 10, Number 3, 2007 , pp. 177-188(12)

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Abstract:

In many cases, research in corporate branding, stakeholder management and also corporate reputation management takes on a role concept without testing or probing it. This paper seeks to analyze if customers, employees, shareholders and journalists - as important corporate stakeholders - are truly distinguishable target groups for corporate branding and stakeholder management. Using discriminant and factor analyses, this study found strong support for the role concept, in particular, concluding that some stakeholder attributes are more appropriate for generic, nonspecific branding and marketing approaches while several other attributes are better suited to stakeholder-specific targeting or positioning strategies.Corporate Reputation Review (2007) 10, 177-188. doi:10.1057/palgrave.crr.1550050

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.crr.1550050

Affiliations: 1: 1Department of Marketing Management, HHL-Leipzig Graduate School of Management, Leipzig, Germany 2: 2Department of Marketing Management, HHL-Leipzig Graduate School of Management, Leipzig, Germany

Publication date: 2007-01-01