The effect of corporate discourses in brand awareness and legitimacy: The rhetorical analysis of an automobile brand

IF 5.5 Q1 MANAGEMENT

Asia Pacific Management Review Pub Date : 2024-12-01 DOI:10.1016/j.apmrv.2024.08.001

Selin Şahiniz , Ayfer Ustabaş , Mine Afacan Fındıklı

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Abstract

This study seeks to reveal the corporate discourses used by a newly-introduced brand to ensure brand awareness and legitimacy from its initial launch until its eventual departure from the market. The study examines the rhetoric used in communication in order to ensure brand awareness and legitimacy over the course of 10 years (2009–2019). Press releases served by the relevant brand were subjected to qualitative analysis through discourse strategies and legitimacy categories. The analysis found that the brand relied more heavily on discourse strategies that emphasized “validity” over “propriety.” Moreover, among the discourses on validity, those emphasizing that “a development or an entity is inevitable and natural” were used more heavily. Among the discourse strategies on conformity, on the other hand, discourses directing “emotions” and “the moral values of the focal entity,” and emphasizing “the success of a specific entity” were more dominant. According to different legitimacy types, the majority of the discourses were pragmatic and normative-based.

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来源期刊

Asia Pacific Management Review MANAGEMENT-

CiteScore

8.00

自引率

4.50%

发文量

期刊介绍： Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.