Welcome to the InfoSci Platform
Impact of Corporate Communication on Consumer Behavior: An Exploring Study

Impact of Corporate Communication on Consumer Behavior: An Exploring Study

Saïda Habhab-Rave
Copyright: © 2014 |Pages: 18
ISBN13: 9781466644304|ISBN10: 1466644303|EISBN13: 9781466644311
DOI: 10.4018/978-1-4666-4430-4.ch013
Cite Chapter Cite Chapter

MLA

Habhab-Rave, Saïda. "Impact of Corporate Communication on Consumer Behavior: An Exploring Study." Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, IGI Global, 2014, pp. 309-326. https://doi.org/10.4018/978-1-4666-4430-4.ch013

APA

Habhab-Rave, S. (2014). Impact of Corporate Communication on Consumer Behavior: An Exploring Study. In A. Kapoor & C. Kulshrestha (Eds.), Dynamics of Competitive Advantage and Consumer Perception in Social Marketing (pp. 309-326). IGI Global. https://doi.org/10.4018/978-1-4666-4430-4.ch013

Chicago

Habhab-Rave, Saïda. "Impact of Corporate Communication on Consumer Behavior: An Exploring Study." In Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, 309-326. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4430-4.ch013

Export Reference

Mendeley
Favorite

Abstract

The new current economic looks require the development of new modes of communication. Corporate communication based on the values and the identity of the company allows companies to develop visibility both internally and externally and to present a uniform and coherent brand image. The importance of this type of communication leads one to measure its effects on the behavior of the consumer. The question is if such communication has an impact on the behavior of the consumer and if the corporation can direct the choices of the consumer to environmental and new products. The literature review formulates hypotheses and is used to design an abstract model. The empirical study tests the influence of corporate communication on the behavior of the consumer. The results approve the composed hypotheses and show a clear influence of such communication on the consumers’ behavior.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.