文章基本信息

标题：Consolidating an Institution’s Image using Corporate Social Responsibility Campaigns
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作者：Silvia Elena IACOB ; Mihaela Loredana BĂDINA (RĂDULESCU
期刊名称：Annals of Dunărea de Jos University. Fascicle I : Economics and Applied Informatics
印刷版ISSN：1584-0409
出版年度：2016
期号：2
出版社：Dunarea de Jos University of Galati
摘要：Corporate image is closely related to the efficiency of institutional communication, since a company's strategy needs to aim to justify its involvement in the problems of the society. There are situations when it is necessary to remove an unconvincing corporate image, consequence of the existence of interest conflicts at the internal level, based on manipulation by means of the image. At the i nstitutional level, ample modifications can occur, this fact being also due to a radical change of image which can affect the perception of the social responsibility degree. Within institutional communication, the company's strategic management needs to be turned towards combining corporate image with social responsibility
关键词：Corporate social responsibilit ; y; ; Economic image; R ; eputation; ; identity