Mensagens corporativas e a construção de sentido sobre as organizações

Abstract

This article assesses the relation between the corporate expressions – sincerity, transparency e consistency – and corporate reputation. More specifically, in which way a corporate communication process that supports in its messages these three attributes can add a greater value to the relationships between the organization and its various stakeholder groups. To conduct this survey we adopted the methodology developed by Halderen and Riel (2006) which allowed us to analyze the impact of corporate messages on the sense building about organizations.