A PRODUÇÃO ACADÊMICA NACIONAL E INTERNACIONAL SOBRE IMAGEM CORPORATIVA NO SETOR PÚBLICO
DOI:
https://doi.org/10.21171/ges.v15i43.3457Keywords:
Corporate Image, Public Sector, Corporate Communication, Corporate Reputation, Systematic ReviewAbstract
Defined by a multidisciplinary approach, corporate image refers to the mental image formed in the stakeholder’s mind about an organization. It is considered as a strategic element due to its role in guiding communication and relationship between the corporation and its target audience. The topic is already discussed within the academic field, often directed towards businesses, therefore, the studies about public sector are scarce. Hence, this research aimed to identify the state of the art concerning corporate image in the public sector through a systematic review. Within the main results, there is the fact that the theme is current, nevertheless publicized in a nonuniform manner, there are no prominent authors and qualitative approaches are preferred. So, there is a need to produce specific studies concerning corporate image in the field of public management, further, case studies following these researches in order to identify actions to improve the corporation’s perceived image.
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References
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CHRISTENSEN, L. T.; ASKEGAARD, S. Corporate identity and corporate image revisited ‐ A semiotic perspective. European Journal of Marketing, v. 35, n. 3/4, p. 292-315, 2001.
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DEL-CASTILLO-FEITO, C.; BLANCO-GONZÁLEZ, A.; DELGADO-ALEMANY, R. The Relationship between Image, Legitimacy, and Reputation as a Sustainable Strategy: Students’ Versus Professors’ Perceptions in the Higher Education Sector. Sustainability, v. 12, n. 3, p. 1189, 2020.
DEL-CASTILLO-FEITO, C.; BLANCO-GONZÁLEZ, A.; GONZÁLEZ-VÁZQUEZ, E. The relationship between image and reputation in the Spanish public university. European research on management and business economics, v. 25, n. 2, p. 87-92, 2019.
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DOWLING, G. R. Developing your company image into a corporate asset. Long Range Planning, v. 26, n. 2, p. 101-109, 1993.
DUARTE, J. Comunicação Pública: Estado, Mercado, Sociedade e Interesse Público. São Paulo: Editora Atlas, 2007.
EINWILLER, S.; RUPPEL, C.; STRASSER, C. Effects of corporate social responsibility activities for refugees: The case of Austrian Federal Railways. Corporate Communications, v. 24, n. 2, p. 318-333, 2019.
FOMBRUN, C. J. Reputation: Realizing Value from the Corporate Image. Harvard, 1996.
GALVÃO, T. F.; PANSANI, T. S. A.; HARRAD, D. Principais itens para relatar revisões sistemáticas e meta-análises: a recomendação PRISMA. Epidemiologia e Serviços de Saúde, v. 24, p. 335-342, 2015.
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GRAY, E. R.; BALMER, J. M. T. Managing Corporate Image and Corporate Reputation. Long Range Planning, v. 31, n. 5, p. 695-702, 1998.
GRUNIG, J. E. Image and substance: From symbolic to behavioral relationships. Public Relations Review, v. 19, n. 2, p. 121-139, 1993.
IRFAN, M.; HASSAN, M.; HASSAN, N.; HABIB, M.; KHAN, S.; NASRUDDIN, A. M. Project Management Maturity and Organizational Reputation: A Case Study of Public Sector Organizations. IEEE ACCESS, v. 8, p. 73828-73842, 2020.
JADE, R.; MOLKOVA, T.; KVIZDA, M. Role of railways in empowering travelers: A case study from the Czech Republic. Journal of Rail Transport Planning & Management, v. 5, n. 2, p. 31-49, 2015.
JO, S.; YOO, J. How does the corporate sector perceive non-profit organizations? Evidence from South Korea. Journal of Communication Management, v. 19, n. 4, p. 324-334, 2015.
JØRGENSEN, P. E. F.; ISAKSSON, M. The compassionate organisation: Contesting the rhetoric of goodwill in public sector value statements. International Journal of Public Sector Management, v. 28, n. 1, p. 72-83, 2015.
KANT, R.; JAISWAL, D.; MISHRA, S. The investigation of service quality dimensions, customer satisfaction and corporate image in Indian public sector banks: an application of Structural Equation Model (SEM). Vision, v. 21, n. 1, p.76-85, 2017.
KANT, R.; JAISWAL, D.; MISHRA, S. A Model of Customer Loyalty: An Empirical Study of Indian Retail Banking Customer. Global business review, v. 20, n. 5, p.1248-1266, 2019.
KAVARATZIS, M.; ASHWORTH, G. J. City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift Voor Economische en Sociale Geografie, v. 96, n. 5, p. 506-514, 2005.
KELLER, K. L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, v. 57, n. 1, p. 1-22, 1993.
KELLER, K. L.; LEHMANN, D. R. Brands and branding: Research findings and future priorities. Marketing Science, v. 25, n. 6, p. 740-759, 2006.
KOUL, S. Communication structure of the public sector in India: an empirical analysis. Corporate Communications: An International Journal, v. 14, n. 3, p.320-332, 2009.
LEE, M. The image of the government flack: movie depictions of public relations in public administration. Public Relations Review, v. 27, n. 3, p. 297-315, 2001.
LEE, S.; BLAKE, H.; LLOYD, S. The price is right: making workplace wellness financially sustainable. International Journal of Workplace Health Management, v. 3, n. 1, p. 58-69, 2010.
MADURO, S.; FERNANDES, P. O.; ALVES, A. Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions. Competitiveness Review, v. 28, n. 1, p. 75-97, 2018.
MARTINEZ, E.; NICOLÁS, M. Á. The construction of tourist space by public administration and institutional communication: the image of the brand Andalucía as a tourist destination. Journal of promotion management, v. 20, n. 2, p. 181-199, 2014.
MERALI, F. Developing an explicit strategy towards social responsibility in the NHS: A case for including NHS managers in this strategy. Journal of Health Organization and Management, v. 20, n. 4, p. 309-324, 2006.
NARWAL, M. CSR Initiatives of Indian banking industry. Social Responsibility Journal, v. 3, n. 4, p. 49-60, 2007.
NEACSU, M. C. The city image and the local public administration: a working tool in urban planning. Transylvanian Review of Administrative Sciences, v. 5, n. 27, p. 172-188, 2009.
NOVENKOVA, A.A.; ANTONOVA, N.V. Assessing public administration and image making efficiency in the region taking into consideration quality of managing black economy. Mediterranean Journal of Social Sciences, v. 5, n. 12, p. 167-171, 2014.
NUNES, G. S.; VEIGA, J. L. B. C.; BARRETO, D. F. C.; BOAS, A. A. V. Motivação: o estudo dos fatores que influenciam os indivíduos a optar por ingressar em organização do setor público, do ramo de energia. Gestão & Regionalidade, v. 24, n. 72, p. 38-47, 2008.
PALMA, P. J.; CUNHA, M. P. E.; LOPES, M. P. The best of two worlds. Public Management Review, v. 12, n. 5, p. 725-746, 2010.
PARASURAMAN, A.; BERRY, L. L.; ZEITHAML, V. A. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, v. 64, n. 1, p. 12-40, 1988.
PINA, V.; TORRES, L.; ROYO, S. E-government evolution in EU local governments: a comparative perspective. Online Information Review, v. 33, n. 6, p. 1137-1168, 2009.
PONGPIACHAN, S. Variables that influence stakeholder satisfaction with the creation of corporate images of Thailand's National Housing Authority. Journal of Human Behavior in the Social Environment, v. 29, n. 3, p. 346-371, 2019.
RANI, C. J. U.; GUNDAVAJHALA, S. Corporate reputation. Asian Journal of Business Ethics, v. 5, n. 1-2, p. 19-35, 2016.
RITZ, A.; WALDNER, C. Competing for Future Leaders: A Study of Attractiveness of Public Sector Organizations to Potential Job Applicants. Review of Public Personnel Administration, v. 31, n. 3, p. 291-316, 2011.
SANDERSON, I.; FOREMAN, A. Towards pluralism and partnership in management development in local government. Local Government Studies, v. 22, n. 1, p. 59-77, 1996.
SANTOS, A. R.; PESSÔA, F. G.; RODRIGUES, A. P. G. A Imagem Corporativa e seus Reflexos: um Estudo de Imagem da Polícia Militar de Santa Catarina na Perspectiva de Moradores da Grande Florianópolis. TPA-Teoria e Prática em Administração, v. 9, n. 1, p. 63-76, 2019.
SAUERBRONN, J. F. R.; LODI, M. D. F. Construção da imagem institucional do Poder Judiciário – uma análise baseada nas campanhas publicitárias do Conselho Nacional de Justiça. Cadernos EBAPE.BR, v. 10, n. 4, p. 925-945, 2012.
SCHULER, M.; DE TONI, D. Gestão da imagem de organizações, marcas e produtos: através do MCI: Método para Configuração de Imagem. São Paulo: Atlas, 2015.
SEMENTELLI, A. Images in public administration: using popular media to bridge theories and practices. Journal of Management Development, v. 28, n. 7, p. 607-621, 2009.
SÉRGIO, R. S.; CHRISTOPOULOS, T. P.; PRADO, E. P. V. Comportamento dos bancos no twitter e seus efeitos sobre a imagem da marca. Revista de Gestão, v. 24, n. 1, p. 2-12, 2017.
SILVA, G. F.; BEATO, C. Confiança na polícia em Minas Gerais: o efeito da percepção de eficiência e do contato individual. Opinião Pública, Campinas, v. 19, n. 1, p. 118-153, 2013.
TANG-LEE, D. Corporate social responsibility (CSR) and public engagement for a Chinese state-backed mining project in Myanmar - Challenges and prospects. Resources Policy, v. 47, p. 28-37, 2006.
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2021-11-20
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Melquíades de Sousa, C., Pierri Ardigo, J., & Santos, A. (2021). A PRODUÇÃO ACADÊMICA NACIONAL E INTERNACIONAL SOBRE IMAGEM CORPORATIVA NO SETOR PÚBLICO. Management & Society Electronic Journal, 15(43). https://doi.org/10.21171/ges.v15i43.3457
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