Corporate social capital as essential driver of corporate identity

Impact upon stakeholder perceptions and transfer to related behaviour

verfasst von
Klaus Peter Wiedmann, Nadine Hennigs, Barbara Seegebarth
Abstract

This paper aims at an investigation of the directionality and degree to which corporate social capital impacts upon stakeholders' perceptions and evaluation of the company. We propose that the number, content and quality of a company's network relations - its social capital with regard to relational and reputational aspects - influence stakeholders' perceived value in terms of credibility, reliability, responsibility and trustworthiness as well as loyalty and satisfaction. The results of our experimental consumer-related research give reason for adding the construct of social capital to the field of corporate and organisational marketing.

Organisationseinheit(en)
Institut für Marketing und Management
Typ
Artikel
Journal
Journal for Global Business Advancement
Band
3
Seiten
112-132
Anzahl der Seiten
21
ISSN
1746-966X
Publikationsdatum
13.05.2010
Publikationsstatus
Veröffentlicht
Peer-reviewed
Ja
ASJC Scopus Sachgebiete
Betriebswirtschaft und Internationales Management
Elektronische Version(en)
https://doi.org/10.1504/JGBA.2010.033198 (Zugang: Geschlossen)