A Theory Of Organizational Image Management

Abstract

Organizational image management is a theoretically-driven process model, which postulates that organizations must create, maintain, and in many cases regain a legitimate image of themselves in the eyes of their stakeholders. The theory is explicated and important variables in the process are examined, including organizational credibility, identity, image, and reputation. The model provides integrated marketing communication (IMC) scholars and practitioners a theoretical model on which to base their work. Keywords- Image, Legitimacy, Reputation, Integrated Marketing.