Corporate social capital as essential driver of corporate identity

Impact upon stakeholder perceptions and transfer to related behaviour

authored by

Klaus Peter Wiedmann, Nadine Hennigs, Barbara Seegebarth

Abstract

This paper aims at an investigation of the directionality and degree to which corporate social capital impacts upon stakeholders' perceptions and evaluation of the company. We propose that the number, content and quality of a company's network relations - its social capital with regard to relational and reputational aspects - influence stakeholders' perceived value in terms of credibility, reliability, responsibility and trustworthiness as well as loyalty and satisfaction. The results of our experimental consumer-related research give reason for adding the construct of social capital to the field of corporate and organisational marketing.

Organisation(s)

Institute of Marketing und Management

Type

Article

Journal

Journal for Global Business Advancement

Volume

3

Pages

112-132

No. of pages

21

ISSN

1746-966X

Publication date

13.05.2010

Publication status

Published

Peer reviewed

Yes

ASJC Scopus subject areas

Business and International Management

Electronic version(s)

https://doi.org/10.1504/JGBA.2010.033198 (Access: Closed)