Implications of Habermas's "Theory of Communicative Action" for corporate brand management

The authors propose applying Habermas's Theory of Communicative Action (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain suggestions for interactions derived from Jürgen Habermas's social theory.

This paper refers to Habermas's Theory of Communicative Action (Habermas 1984b, 1987) in terms of its implication for stakeholder interactions within corporate brand management. Based on review of the sociological literature of Habermas's Theory of Communicative Action this approach offers a more detailed picture of corporate brand management. Bodies of literature were selected, examined and the Theory of Communicative Action has been connected to corporate brand management to provide a research background and a managerially useful insight of human interactions.