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Each individuals perceptual processes:
Another reason for the different interpretations is the perceptual
processes of each individual. The purpose of this paper is not to review
all possible sources of tension in corporate brands, but to alert
readers to this consequence. The key influencers of behavior are values
at the core of the corporate brand. The four sources, which
unequivocally relate to values in figure 2 below are: espoused values in
the vision, the values characterizing the organizational culture, the
brands values, and the values of individual employees. For the remainder
of this paper will concentrate on revealing the nature of values from
these sources.
Through evaluating the rationality of these values, this offers an
understanding of any tension within the corporate brand. The
inter-relationship between these four value sources can be appreciated
from the model in figure 5 below.
Through assessing the
coherence of these values, this provides an appreciation of any tension
within the corporate brand.
The inter-relationship between these four value sources can be
appreciated from the model in figure 5 below.
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