Academic Research
Corporate Reputation Review (2009) 12, 3–20. doi:10.1057/crr.2009.4
The Role of Corporate Communications in Developing a Corporate Brand Image and Reputation in Mauritius
Bharati Bina Hawabhay1,2, Russell Abratt2,3 and Mark Peters2
- 1BCD Travel, PO Box 49765, Dubai, UAE
- 2University of the Witwatersrand, Johannesburg, PO Box 98, Wits 2050, South Africa
- 3Nova Southeastern University, 3301 College Avenue, Ft. Lauderdale, Florida, USA
Abstract
The objective of this paper is to explore how large companies in Mauritius use corporate communications to develop their corporate brand image and reputation. A qualitative methodology was used. CEOs, Marketing Executives and Communication Managers from three large companies, representing three different industries were interviewed, as well as the views of external brand and communication consultants, institutional investors and journalists were also gathered. In total, 23 in-depth interviews were conducted. The results were content-analyzed. Results are reported on why and how organizations leverage on the corporate brand, the role of corporate communications in the corporate branding process, and the role of corporate communications in image formation and reputation building.
Keywords:
corporate communication, image, Mauritius: corporate branding, reputation
MORE ARTICLES LIKE THIS
These links to content published by Palgrave Macmillan are automatically generated.
RESEARCH
The Role of Corporate Communications in Developing a Corporate Brand Image and Reputation in MauritiusCorporate Reputation Review Response
Cities and their brands: Lessons from corporate brandingPlace Branding and Public Diplomacy Original Article
The Construction of Organizational Identity: Key Contributing External and Intra-Organizational FactorsCorporate Reputation Review Original Article
Online and Offline Corporate Brand Images: Do They Differ?Corporate Reputation Review Original Article
See all 44 matches for Research
