Strategising Corporate Identity for the Perception of Corporate Image in the Selected Government-Linked Companies (GLCs) in Malaysia

被引：8

作者：

Bidin, Rosmiza ^{[1
]}

Muhaimi, Aida ^{[1
]}

Bolong, Jusang ^{[1
]}

机构：

[1] Univ Putra Malaysia, Upm Serdang Selangor 43400, Malaysia

来源：

INTERNATIONAL CONFERENCE ON COMMUNICATION AND MEDIA 2014 (I-COME'14) - COMMUNICATION, EMPOWERMENT AND GOVERNANCE: THE 21ST CENTURY ENIGMA | 2014年 / 155卷

关键词：

Corporate identity; corporate image; branding;

D O I：

10.1016/j.sbspro.2014.10.300

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

A survey has been conducted to audit the corporate image of selected GLCs in Malaysia using corporate identity elements, where data were collected from a sample of middle managers. Correlation analysis was used to analyze the data. Results indicated that all studied elements of corporate identity components (corporate behavior, corporate communication, corporate design, corporate culture, corporate strategy, and corporate personality) have significant contribution towards corporate image. Thus, managers have to carefully strategize these elements in their internal branding initiatives to come out with excellent corporate image. (C) 2014 The Authors. Published by Elsevier Ltd.

引用

页码：326 / 330

页数：5

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