Effects of issue ownership and issue obtrusiveness on corporate reputation at two Korean corporations |
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Authors: | Heewon Cha Yeonhee Song Jangyul Robert Kim |
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Institution: | 1. Division of Media Studies, Ewha Womans University, South Korea;2. Institute of Communication Strategies, KorCom Porter Novelli, South Korea;3. Department of Journalism & Technical Communication, Colorado State University, C230 Clark Building, Fort Collins, CO 80523-1785, United States |
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Abstract: | This study attempts to identify the effects of issue ownership of a corporation on its reputation, and the moderating effect of issue obtrusiveness. Two representative Korean corporations (Hyundai and SK) were selected and their reputations were measured. It was shown that a corporation, which owns issues that were perceived as important by publics, has a higher corporate reputation. There was no moderating effect of issue obtrusiveness on the relationship between issue ownership and corporate reputation; however, there was a possibility of issue obtrusiveness as an independent variable. Implication for public relations research and practice was discussed. |
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Keywords: | Public relations Issue ownership Issue obtrusiveness Corporate reputation Corporate image Publics |
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