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 editorsOlkkonen, Laura; Luoma-aho, Vilma

Journal or seriesPublic Relations Inquiry

ISSN2046-147X

eISSN2046-1488

Publication year2019

Volume8

Issue number3

Pages range281-297

PublisherSage Publications Ltd.

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.1177/2046147X19873091

Publication open accessNot open

Publication channel open access

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


Abstract

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.


Keywordspublic relationsexpectationstheoriesimmaterial capital

Free keywordsexpectations; expectation theory; intangible assets; literature review


Contributing organizations


Ministry reportingYes

VIRTA submission year2019

JUFO rating1


Last updated on 2024-12-10 at 04:45