Corporate reputation management: Citibank's use of image restoration strategies during the U.S. Banking Crisis.

INTRODUCTION

Image management is essential to corporations and other

organizations, particularly in crisis situations. The financial crisis

in the United States, which led to the failure of a large number of

banking firms, has made firm reputation management extremely important.

More stakeholders exist in bank governance than in non-financial types

of businesses due to banks' role in promoting the stability of the

economy and the liquidity function. Therefore, loss of confidence in the

banking system can cause serious, systemic economic problems. The

bailout for the financial industry and t