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Impact of Corporate Communication on Consumer Behavior: An Exploring Study
Abstract
The new current economic looks require the development of new modes of communication. Corporate communication based on the values and the identity of the company allows companies to develop visibility both internally and externally and to present a uniform and coherent brand image. The importance of this type of communication leads one to measure its effects on the behavior of the consumer. The question is if such communication has an impact on the behavior of the consumer and if the corporation can direct the choices of the consumer to environmental and new products. The literature review formulates hypotheses and is used to design an abstract model. The empirical study tests the influence of corporate communication on the behavior of the consumer. The results approve the composed hypotheses and show a clear influence of such communication on the consumers’ behavior.
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