Building corporate reputation with stakeholders: exploring the role of message ambiguity for social marketers

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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...

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Bibliographic Details
Main Authors:	Dickinson, Sonia, Beverland, M., Lindgreen, A.
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2010
Online Access:	http://hdl.handle.net/20.500.11937/31470

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