Title: Corporate social capital as essential driver of corporate identity: impact upon stakeholder perceptions and transfer to related behaviour

Authors: Klaus-Peter Wiedmann, Nadine Hennigs, Barbara Seegebarth

Addresses: Institute of Marketing and Management, Leibniz University of Hanover, Koenigsworther Platz 1, Hanover 30167, Germany. ' Institute of Marketing and Management, Leibniz University of Hanover, Koenigsworther Platz 1, Hanover 30167, Germany. ' Institute of Marketing and Management, Leibniz University of Hanover, Koenigsworther Platz 1, Hanover 30167, Germany

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.

Keywords: social capital; corporate identity; stakeholder perceptions; directionality; company evaluation; network relations; networking; reputation; relational aspects; reputational aspects; credibility; reliability; responsibility; trust; trustworthiness; loyalty; satisfaction; consumer behaviour; organisational marketing; globalisation; business advancement.

DOI: 10.1504/JGBA.2010.033198

Journal for Global Business Advancement, 2010 Vol.3 No.2, pp.112 - 132

Published online: 12 May 2010 *

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