Building corporate reputation with stakeholders: exploring the role of message ambiguity for social marketers
Purpose – Managing the corporate reputation of hybrid firms (organizations that act commercially to pursue social agendas) involves particular challenges because of competing stakeholder interests. With reference to the Trappist beer market, the paper seeks to identify the value of message ambiguity...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/31470 |