19. Image Repair Theory and Corporate Reputation

  1. Craig E. Carroll PhD
  1. William L. Benoit PhD

Published Online: 4 APR 2013

DOI: 10.1002/9781118335529.ch19

The Handbook of Communication and Corporate Reputation

The Handbook of Communication and Corporate Reputation

How to Cite

Benoit, W. L. (2013) Image Repair Theory and Corporate Reputation, in The Handbook of Communication and Corporate Reputation (ed C. E. Carroll), Blackwell Publishing Ltd., Oxford, UK. doi: 10.1002/9781118335529.ch19

Editor Information

  1. The University of Texas, Austin, USA

Author Information

  1. Ohio University, USA

Publication History

  1. Published Online: 4 APR 2013
  2. Published Print: 3 JUN 2013

ISBN Information

Print ISBN: 9780470670989

Online ISBN: 9781118335529

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Keywords:

  • corporate reputation;
  • image repair discourse;
  • image repair theory

Summary

This chapter explicates image repair theory. It begins with the history and background of the theory showing how it integrated several diverse approaches to repairing a damaged image. Image repair theory has been applied in a variety of contexts, including political, corporate, sports/entertainment, and international cases. The chapter lays out the assumptions of the theory discusses the two key elements of a threat to an image, describes image repair strategy, discusses the importance of perceptions and of the audience, and sketches future areas for research. Reputation is important for several reasons. Corporations need to maintain a positive image in order to attract investors and customers. They must also avoid trouble with federal regulators, which can be a threat in some crisis situations. Image repair theory assumes that face, image, or reputation is important to individuals and organizations and image repair discourse is a resource for repairing that image.