Exploring the corporate image formation process
Purpose This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and scrutinizing corporations to determine their trustworthiness and authenticity. To develop their perceptions toward these corporations, stakeholders rely on the key role of corporate image. In the present study, the complex relationships between corporate image, corporate reputation, corporate communication and corporate personality are investigated. These concepts form a corporation's image formation process. Design/methodology/approach Radley Yelday (RY) the communications agency collaborating in this research, facilitated 15 interviews with their employees. Using a semi structured interviewing method, discussions were guided toward the topic of corporate image among the respondents. Findings Findings reveal the impor.