Corporate Associations

The term corporate associations is a general term used for all of the information that an individual may hold in memory about a particular company. Such mental associations may include beliefs and feelings about a wide variety of corporate attributes (e.g., its product/service categories, employees, degree of social responsibility, location, size, and promotional efforts) as well as an overall evaluation of, or attitude toward, the company. The individuals who hold these corporate associations may belong to any number of audiences or stakeholder groups, such as customers, employees, the general public, regulators, and suppliers. Corporate associations, as a general term, encompasses a wide variety of concepts, including identity and reputation, as detailed in this entry.