Author
Jon D. Reast
Bio: Jon D. Reast is an academic researcher. The author has contributed to research in topics: Communications management & Reputation. The author has an hindex of 1, co-authored 1 publications receiving 10 citations.
Papers
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TL;DR: In this paper, the authors make a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage, using an uncertainty reduction model adapted from the diffusion literature.
Abstract: Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty‐reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.
12 citations
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TL;DR: The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers as mentioned in this paper, but relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept.
Abstract: The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.
231 citations
TL;DR: The authors argue that the ideal relationship between corporate ethics, corporate communication, and corporate image is a sequence of activities, with companies adjusting their messages as they change their business conduct, and public perceptions are a fair reflection of corporate behaviour.
Abstract: This paper examines critical success factors for ethics-related corporate communication with a view to helping companies communicate their ethical stance more effectively. We analyze this communication process from the company's point of view and discuss the implications of source credibility, attitude formation, audience involvement and media choice for image management. We argue that the ideal relationship between corporate ethics, corporate communication, and corporate image is a sequence of activities, with companies adjusting their messages as they change their business conduct. In this way, public perceptions are a fair reflection of corporate behaviour. This process should be a continuous, upward moving cycle that stops when the company's public image matches its desired image. We also point out the dangers inherent in communicating corporate ethics, including public cynicism and elevated stakeholder expectations.
221 citations
TL;DR: In this paper, the authors describe research which tested a Thai model of cause-related marketing's impact on corporate image, which indicated that a cause related marketing program can create positive attitudes toward corporate image.
Abstract: Purpose – The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.Design/methodology/approach – Data were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression.Findings – Findings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households.Research limitations/implications – The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability.Practical implications – The proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the...
40 citations
TL;DR: The core purpose of social enterprise is to create value for the betterment of society, which lies at the center of the framework and is the end toward which all other elements in the framework must contribute.
Abstract: The core purpose of social enterprise is to create value for the betterment of society. This aim lies at the center of the framework and is the end toward which all other elements in the framework must contribute. Greater alignment of these elements with the central purpose produces higher organizational coherence which contributes to superior performance.
39 citations