A2 Review article, Literature review, Systematic review
Theorizing expectations as enablers of intangible assets in public relations : normative, predictive, and destructive (2019)

Olkkonen, L., & Luoma-aho, V. (2019). Theorizing expectations as enablers of intangible assets in public relations : normative, predictive, and destructive. Public Relations Inquiry, 8(3), 281-297. https://doi.org/10.1177/2046147X19873091

JYU authors or editors

Publication details

All authors or editors: Olkkonen, Laura; Luoma-aho, Vilma

Journal or series: Public Relations Inquiry

ISSN: 2046-147X

eISSN: 2046-1488

Publication year: 2019

Volume: 8

Issue number: 3

Pages range: 281-297

Publisher: Sage Publications Ltd.

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1177/2046147X19873091

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67245


Expectations intersect with many areas of public relations, yet conceptual and theoretical understandings of expectations have not been strong in public relations research. In fact, expectations are often discussed at a cursory level, expectation theories are seldom applied, and the concept of expectations is not problematized. In this article, therefore, we explore the role of expectations in public relations and illustrate how expectations shape organizational relationships, particularly by enabling or destroying the creation of organizational intangible assets. We identify gaps in how expectations are addressed in public relations, present the results from a literature review of 159 academic articles, and move forward conceptually by elaborating expectations as normative, predictive, and destructive assessments. The predictive and destructive dimensions that recognize negative expectations, in particular, can help public relations scholars understand the flipside of the much more often discussed positive expectations. Fulfillment of negative expectations, for example, can explain the active maintenance of unfavorable reputations and reputational stigmas.

Keywords: public relations; expectations; theories; immaterial capital

Free keywords: expectations; expectation theory; intangible assets; literature review

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2019

JUFO rating: 1

Last updated on 2021-09-08 at 18:04