HCBE Faculty Articles

Title

The Role of Corporate Communications in Developing a Corporate Brand Image and Reputation in Mauritius

Document Type

Article

Date

3-2009

Publication Title

Corporate Reputation Review

ISSN or ISBN

1479-1889

Volume

12

Issue

1

First Page

3

Last Page

20

Description

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.

DOI

10.1057/crr.2009.4

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