Implications of Habermas's: 'theory of communicative action' for corporate brand management

摘要

Purpose - The authors propose applying Habermas's "theory of communicative action" (TCA) torndiscuss the benefits of incorporating the concept of interaction in the field of corporate brandrnmanagement. The purpose of this paper is to gain suggestions for interactions derived from JiirgenrnHabermas's social theory.rnDesign/methodology/approach - This paper refers to Habermas's TCA in terms of its implication forrnstakeholder interactions within corporate brand management Based on review of the sociological literaturernof Habermas's TCA, this approach offers a more detailed picture of corporate brand management. Bodies ofrnliterature are selected, examined and the TCA has been connected to corporate brand management tornprovide a research background and a managerially useful insight of human interactions.rnFindings - The social theory of the German social-philosopher Jiirgen Habermas provides certainrnstarting points for classifying interactions. The paper introduces Habermas's proposed forms ofrnhuman action. Furthermore, it relates to the cognitive, moral-expressive and aesthetic-expressivernknowledge interest areas, Habermas's validity claims of communicative actions as well as context andrnworld relations.rnResearch limitations/implications - The study of Habermas's TCA considers one stream inrnsociological theory. Other theories may provide further insights for corporate brand management.rnPractical implications - The paper shows managerially useful implications for managingrnstakeholder interactions within corporate brand management. Management can use the developedrnpatterns of thought as a starting point for managing interactions with stakeholders.rnOriginality/value - The paper introduces Habermas's TCA within the field of corporate brandrnmanagement. Moreover, it facilitates a more comprehensive understanding of implications forrnmanaging interactions within the field of corporate brand management.