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date: 12 November 2019

Abstract and Keywords

A vital task for organizations is to communicate their organizational identity in ways that generate organizational images that are attractive to external stakeholders. Such favorable evaluations may generate stakeholder identification—a perception of belonging such that an organization becomes important to stakeholders’ sense of self. This chapter reviews and integrates prior research to elaborate how organizational communications via mass communication channels (e.g., company websites) can generate stakeholder identification. Several motivational pathways are outlined involving stakeholders’ needs for uncertainty reduction, self-continuity, and self enhancement. Association and dissociation communication strategies offer organizations means of conveying organizational images that directly address these stakeholder needs. How organizational communications aimed at stakeholder identification connects to other management practices such as corporate branding and corporate identity communication are discussed.

Keywords: organizational identity, organizational image, external stakeholders, stakeholder identification, organizational communication, association communications, dissociation communications

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