Overview

This book focuses on the impact of media coverage and advertising on the reputation of companies and sectors. Seeing that this type of research is still in its infancy, a scientific journey has been undertaken across the different fields of political communication, corporate reputation, marketing, and advertising. The empirical part of this book is based on analysis of the news and the reputation of eight large Dutch companies and two sectors. The results reveal how different types of news and advertising intensity influence a company's reputation. In this book scholars will find an exciting extension of agenda-setting theory that opens new research frontiers. Business professionals will find important insights and evidence about the role of mass communication in the world of commerce and finance. For both audiences, 'Does success breed success?' is the opening gambit for new perspectives on the powerful role of mass communication in the world of business.

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