Decomposing Impression from Attitude in Relationship Management Outcomes

This study expands relationship management theory by testing the linkages between perceived relational quality, organizational impression, and attitude in affecting the behavioral intention of customer public of five major banks. A survey of 1,178 banking customers showed that perceived relational quality, organizational impression, and individual attitude, significantly affected supportive behaviors. Organizational impression was found to be almost three times more determinant than perceived relational quality in affecting individuals' attitudes, and subsequently, their supportive behaviors. By highlighting the role of organizational impression, linkages between the relationship management perspective and other theoretical frameworks, such as image repair, become apparent; bearing implications for scholarship and practice.     

Status of Image Management Research in Public Relations: A Cross-Discipline Content Analysis of Studies Published Between 1991 and 2011

This study reviews the status of image management research published in public relations-specific journals, as well as broader management, business, strategic communication, and communication journals, to extrapolate important trends for future research and practice. A content analysis of relevant research (n = 261) was conducted based on several criteria (area focus, application group, country of study, methodology, application of theory or conceptual framework, type of focus on image, communication type and medium). Findings suggest two considerations for the strategic communication of organizational image: 1) image as outcome, and 2) image as social influence in online communication.