Corporate culture and its impact on customer relations

When asked why companies communicate, the first answer would be "to publicise the products it markets". But there are other times when a company communicates, and not just about its products. Communicating about the company, the values it stands for and which are at the heart of its corporate culture is a practice increasingly used by companies to improve their image with their customers. Many studies have addressed the issue of corporate communication and its impact from the point of view of employees or investors (who are stakeholders in the latter), but very few from the consumer's perspective. Our research therefore aims to provide an answer to the question of the consequences of corporate communication actions on customers.