Perceived Corporate Reputation Research Articles

The Effects of Branding Intangibles on Corporate Reputation.

This paper focuses on the problem of Corporate Reputation in relation to stakeholders’ perception. More precisely, how the intangible values of branding have a potential influence on the Corporate Reputation of a communication company. As fieldwork, with the aim of having contact with the complete value chain of a corporation, 463 questionnaires conducted with members from all the stakeholder groups (7) of Televisió de Catalunya–TV3 regarding La Marató de TV3 have been analyzed. La Marató action is a Corporate Social Responsibility event organized by the autonomous public television network of Catalonia (Barcelona, Spain). The results allow us to identify how trust, quality, transparency and solidarity are the most important values identified in its corporate reputation. This research is relevant as it studies the role of and relationship between intangible values of branding and the perception of corporate reputation in a complete company value chain (representing all its stakeholders).

The moderating role of corporate reputation and employee-company identification on the work-related outcomes of job insecurity resulting from workforce localization policies

Although previous studies have examined the impact of job insecurity, there remains a need to understand specific issues related to job insecurity that results from government workforce localization policies. This study addresses this gap by examining employees' work-related outcomes: employee engagement, job burnout, and intentions to quit, recognizing the interplay of employees' identification with an organization and perceived corporate reputation in the context of Saudi Arabia's localization policies. The study uses social identification theory to explain how employees' perception of corporate reputation and their identification with a company shape their work attitudes in the presence of job-insecurity. Partial least square - path modeling (PLS-PM) and PROCESS tool is used to test hypotheses from data collected from 135 expatriate migrant employees working in different organizations in Saudi Arabia. Findings show that job insecurity has a significant effect of reducing the engagement of immigrant employees and leads to increased employee burnout and intentions to quit jobs. The results of moderation analysis show that favorable corporate reputation reduces the negative impact of job insecurity on employee's burnout and intentions to quit, whereas high level of identification with company may also reduce employee burnout, even during job insecurity. Although immigrant employees do not seek to leave a reputable organization due to localization policies, they still experience stress, become disengaged, and so are less productive. As a result, businesses should leverage their reputation towards governmental policies of localization, by advocating expatriate employees' contributions towards organizations and economy.

An Investigation to Determine Relation Between eWOM Search Motivations and Online Corporate Reputation Perception

Küreselleşen dünyada internet kullanımının her geçen gün artması, bilgi arama motivasyonlarını farklılaştırmıştır. İnternet tabanlı iletişim sayesinde tüketiciler, markalarla ilgili izlenimlerini ve alışveriş tecrübelerini üçüncü şahıslarla paylaşmaktadırlar. Tüketicilerin internet temelli bilgi arama motivasyonları, elektronik ağızdan ağıza iletişimin (eWOM) önemini artırmıştır. Bununla birlikte, eWOM, online kullanıcıların tüketim davranışlarının belirlenmesinde önemli bir bilgi kaynağı olmanın yanında, online kurumsal itibarın şekillenmesinde de etkili olmaktadır. Bu doğrultuda araştırmanın amacı, tüketicilerin eWOM arama motivasyonları ile online kurumsal itibar algısı arasındaki ilişkiyi tespit etmektir. Bununla birlikte çalışmanın bir diğer amacı ise eWOM arama motivasyonlarının, online kurumsal itibar algısı üzerinde, doğrudan ve anlamlı bir etkisinin olup olmadığını analiz etmektir. Bu bağlamda, internet kullanıcısı ve eWOM arama motivasyonuna sahip tüketiciler (n=407) üzerinde amaçlı örnekleme yöntemi ile uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı istatistikler, eWOM arama motivasyonları ile online kurumsal itibar algısı arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla sırasıyla korelasyon analizi ve çoklu doğrusal regresyon analizi gerçekleştirilmiştir. Araştırma neticesinde eWOM arama motivasyonu faktörü alt boyutları ile online kurumsal itibar algısı faktörü arasında pozitif ve orta kuvvette, anlamlı (p= ,000) bir ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon analizi sonucunda, eWOM arama motivasyonu faktörü alt boyutlarının, online kurumsal itibar algısı değişkeni üzerinde doğrudan ve anlamlı fakat zayıf kuvvette bir etkisinin olduğu sonucuna da ulaşılmıştır.

The relationship between perceived corporate reputation and employee’s positive word of mouth behavior: The mediation effect of trust to managers

The relationship between perceived corporate reputation and employee’s positive word of mouth behavior: The mediation effect of trust to managers

The effect of corporate reputation on work engagement: A case study in a public hospital

ABSTRACT The aim of this study was to examine the effect of healthcare workers’ perceptions of corporate reputation on work engagement. This study was carried out with healthcare workers working in a public hospital in the city of Kocaeli, Turkey. Data were collected from 205 participants and then analyzed. The analyses showed that corporate reputation explains 26% of the total variance for physical engagement, 41.2% of the total variance for emotional engagement, 30.2% of the total variance for cognitive engagement, and 37.8% of the total variance for work engagement. Based on the research results, it seems that the improvements to be made in corporate reputation will also contribute to work engagement.

The Process of CSR Communication—Culture-Specific or Universal? Focusing on Mainland China and Hong Kong Consumers

Through two representative surveys—one in Beijing the other in Hong Kong (HK)—this study empirically validates an existing U.S.-based model of corporate social responsibility (CSR) communication process. The study also extends the model by adding government trust as a second moderator and government involvement as a unique dimension of CSR communication. The perceived presence of CSR communication factors results in increases in consumers’ cognitive, affective, and behavioral responses. In turn, these increases improve favorable corporate reputation perception. Such results demonstrate the significant contributions of CSR communication dimensions to positive consumer outcomes in Chinese contexts. The process of CSR communication has significantly different features in Chinese contexts than in Western ones. Chinese consumers (both Beijing and HK) revealed a very high tolerance and acceptance of CSR communication with a self-promotional tone. The trust levels of HK consumers in the government tended to negatively moderate the effectiveness of CSR communication, while those of Beijing consumers did not.

The impact of CSR on corporate reputation perceptions of the public—A configurational multi‐time, multi‐source perspective

AbstractThis study investigates the connection between corporate social responsibility (CSR) and corporate reputation among the public using fuzzy set qualitative comparative analysis (fsQCA). To examine complex processes underlying the reactions of this influential stakeholder group, hypotheses are drawn from the category diagnosticity approach. Thereby, a psychological model of perceived (im)morality is transferred to the CSR context. In line with these hypotheses, positive/negative CSR activities influence reputation in the expected directions (H1a, b), while the effects of specific configurations of CSR activities reveal an asymmetry suggesting a negativity bias (H2). Further analyses confirm that positive effects require a consistent positive performance regarding prior reputations (H3a) and the aggregated CSR activities of several previous years (H3b, c). Moreover, the relevant patterns vary between industries (H4). The present study thus contributes to CSR research by investigating a powerful but hitherto understudied stakeholder group through a category diagnosticity lens combined with a configurational approach to analysis.

Convergence of crisis response strategy and source credibility: Who can you trust?

The purpose of this study was to explore how communicative responses and different sources of communication affect stakeholders’ perception of corporate reputation. The main goal was to explore the effects of crisis response strategy and source of crisis communication on organizational and speaker reputations. In a 2 × 2 scenario experiment, respondents judge corporate and speaker reputation of an imaginary organization. Apology as a strategy results in higher postcrisis reputation of both organization and speaker. However, the selection of the source has little effect on how people react to crisis response strategies. This means that a spokesperson can be as useful as a CEO which can be important if the CEO does not convey a positive presence on a screen.

The Combined Effects of Service Offering and Service Employees on the Perceived Corporate Reputation

The present study contributes to the understanding of the role of two major components of the service production and delivery system in reinforcing the perceived corporate reputation. Specifically, the purpose of this study is to assess the combined effects of service offering and service employees on customers’ perception of corporate reputation. A hierarchical multiple regression with interaction analysis was performed on data collected from customers of a banking institution to assess the main effect of service offering and service employees, as well as their interactive effect on customers’ perception of corporate reputation. A significant interaction between service offering and service employees in their influence on corporate reputation was found. This results suggest that service employees intervene as a moderator variable in the relationship between service offering and corporate reputation. Furthermore, service organizations should focus on the crucial role of the service offering during the service encounter and recognize the importance of service employees in such way to reinforce customers' perception of corporate reputation. The study has limited generalization given the convenience sample and the great variety of service industries. The efficacy of the direct measures and the hierarchical multiple regression must be considered. It would be helpful to realize similar studies in other service settings and to explore the exact nature of the interaction between service offering and service employees

How Corporate Social Responsibility Affects Corporate Reputation: Evidence from an Emerging Market

JEEMS Journal of East European Management Studies , Seite 10 - 29

Studying the impact of perceived corporate reputation on commitment and loyalty headed for customer citizenship behaviours in Telecom companies

The purpose of this study is to investigate the impact of perceived corporate reputation on two dimensions of customer citizenship behaviours including helping the company and helping other customers. The sample (n=380) was telecom customers in India. Structural equation model was used to test six hypotheses. The findings show that telecom provider’s reputation through customer commitment and loyalty has significant impact on customer discretionary behaviours. Investigating other aspects of commitment and loyalty as mediator variables and doing this research in other industry (B2B or B2C) can be considered in future studies. Telecom managers should do all possible actions in his power to build positive perception about telecom corporate in the eyes of customers and society. Loyalty building programs should also be conducted regularly.

The joint effect of association-based corporate posting strategy and eWOM comment valence on social media

PurposeConsumers tend to form their perceptions about a company via two associations: corporate ability (CA) that centers on expertise in producing quality products and corporate social responsibility (CSR) that focuses on societal obligations. To date, investigations on the adoption of such association-based corporate communication strategies are yet to address the interactive and multi-source features of social media. Drawing theoretical insights from corporate associations and the warranting principle, the purpose of this paper is to fill the gap and examine the joint effect of association-based corporate posting strategy and corresponding electronic word-of-mouth (eWOM) comment valence on social media.Design/methodology/approachA three (corporate posting strategy: CSR vs CA vs hybrid (CSR + CA)) by two (eWOM comment valence: positive vs negative) between-subjects experiment (n=193) was conducted.FindingsThe effect of corporate posting strategy on consumers’ CSR associations was found to be significant only when eWOM comment valence was positive. Significant main effects of both posting strategy and eWOM comment valence were found on CA associations, perceived corporate reputation, and purchase intention.Originality/valueThis study extends the theoretical framework of corporate associations to the interactive context on social media and provides empirical evidence for the effectiveness of association-based posting strategies when they are jointly presented with eWOM comments at different valence levels. Findings of this study also provide implications for business and communication professionals to communicate with consumers on social media more effectively.

IMPACTS OF AMBUSH MARKETING AN EXAMINATION OF THE DANGERS ASSOCIATED WITH IMPLEMENTING AMBUSH MARKETING

IMPACTS OF AMBUSH MARKETING AN EXAMINATION OF THE DANGERS ASSOCIATED WITH IMPLEMENTING AMBUSH MARKETING

The Impact of Demographical Variables on Perceived Corporate Reputation

Over the past few decades, the topic of reputation management has arisen as one of the most popular fields of study. Hence, investigating the main causes and consequences of reputation has also been of much interest for a great many academicians from various disciplines. However, among numerous variables used to determine the way reputation is perceived, the impacts of demographics seem to have been neglected. Therefore, in order to fill a gap deserving the attention of quantitative research, in this survey, which is an attempt to enhance the understanding of the way reputation is perceived by different individuals, we aimed at determining whether such demographical variables as age, gender, educational status and level of income have a significant effect on the way reputation is perceived. Consequently, it was found that some of the demographic variables were closely associated with the way reputation is perceived by different individuals.

An Evaluation of the Effects of Corporate Reputation on Employee Engagement: The Case of a Major Bank in South Africa

Employee engagement and corporate reputation are both scarce organizational resources that have been shown to influence competitive performance and profitability. This study explores the impact of employee perceptions of corporate reputation on employee engagement. The study was designed to measure the impact of employees’ perceptions of corporate reputation on their engagement with the corporation, while controlling for the state of their psychological contract with the organization. Following the development of a theoretical model, data gathered via a survey of 509 employees of a large South African Bank was analyzed using Structural Equation Modelling. The results of the model confirmed that corporate reputation perceptions are an important predictor of employee engagement. It was also found that psychological contract breach is negatively related to employee perceptions of reputation and to their engagement. The results of the study demonstrate the importance of managing employee perceptions of corporate reputation both directly and indirectly through the management of the psychological contract.

Is perceived value more than value for money in professional business services?

It is well documented in the literature that customer perceived value plays an important role in understanding behavioral outcomes of business customers. However, most business-to-business research has focused on the functional dimension of perceived value, while consumer research has already advanced to a multidimensional value conceptualization. This study expands the concept of perceived value in the professional business services context to functional, emotional, and social perceived value. Based on signaling theory, we conceptualize and empirically support links between the three dimensions of perceived value and its antecedents (perceived corporate reputation, perceived corporate credibility, and perceived relationship quality) and outcomes (satisfaction and loyalty). The results of a survey involving 228 business clients reveal differences in links between value antecedents and the three perceived value dimensions: while perceived corporate credibility and relationship quality impact all dimensions, perceived corporate reputation impacts only perceived emotional value. Results of our study help in understanding how satisfaction and loyalty are viewed as perceived value outcomes; apart from functional value, emotional and social values play a significant role in the satisfaction and loyalty of professional business services clients.

Sustaining Thai SMEs through perceived benefits and happiness

PurposeThis paper aims to examine the relationship between stakeholders’ perceived benefits and happiness of small and medium-sized enterprises (SMEs) that follow Thai’s corporate sustainability practices, called sufficiency economy, and their impact on stakeholder–company relationship quality and firm performance outcomes.Design/methodology/approachDerived from the literature, a structural model, expressing the relationship between stakeholders’ perceived benefits and happiness of SMEs and their impact on stakeholder–company relationship quality and firm performance outcomes, was developed. A questionnaire survey was conducted with 636 stakeholders from sufficiency economy SMEs in Thailand. Structural equation modeling was used to test the model.FindingsResults indicate that utilitarian benefits, and hedonic and eudaimonic happiness impact enhanced stakeholder–company relationship quality with the firm to varying degrees. Different levels of relationship quality also impact perceived corporate reputation and perceived brand equity differently.Originality/valueThis study is among the first that identifies the positive impact of happiness on corporate sustainability performance.

Investigating the direct and indirect effects of corporate hypocrisy and perceived corporate reputation on consumers’ attitudes toward the company

Consumers are placing increasing importance on the social responsibility of firms when making purchase decisions. Nonetheless, corporate irresponsibility has become more prevalent in the corporate world. Through corporate social responsibility (CSR), companies can showcase their virtues and appear as good citizens while ignoring many internal standards. Hence, the primary purpose of this study was to explore the impact of corporate hypocrisy on CSR belief, corporate reputation, and consumers’ attitudes toward a company that may have a bad reputation. Second, we investigated the mediating effect of CSR belief and perceived corporate reputation on the relationships between corporate hypocrisy and consumers’ attitudes toward the company. We asked a sample of respondents in Australia (n =518) to respond to a real CSR campaign launched by a beer company. The results showed that CSR belief mediates the relationship between corporate hypocrisy and consumers’ attitudes toward the company. The results indicated a perception that companies may use CSR to try to shift the blame from producers to users. The results of this study provide guidelines for managers, social marketers, and public policy makers on how to create and evaluate companies’ CSR campaigns. The results of this study contribute to the debate on how consumers respond to various CSR campaigns as well as the intended or unintended consequences of CSR in directing consumers’ attention away from the negative impacts businesses have on society.

La percepción de la reputación corporativa de los stakeholders de una empresa de comunicación: cómo afecta a Televisió de Catalunya comunicar una acción de responsabilidad social corporativa

This research focuses on how the communication of corporate social responsibility affects the perception of corporate reputation of communication companies, taking the entire value chain as an object of analysis, which is novel in the field. In this sense, the communication of corporate social responsibility is assumed as part of the commitment to all stakeholders. The empirical work takes as a case La Marato de TV3 (fundraising for medical research from the autonomous public channel of Catalonia-Spain), and how this solidarity and communication activity influences the image and corporate reputation of the channel. The methodological tool applied is the survey. A total of 463 surveys were carried out in the 7 interest groups throughout their entire value chain. The results are expressed with a quantitative and qualitative perspective and allow to evidence that corporate social responsibility has a relevant impact on the image and corporate reputation of the brand, which becomes a fundamental condition to maintain the links with every stakeholder.

The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception

Using a national survey of US consumers, this study demonstrates the positive effects of corporate social responsibility (CSR) communication factors on consumers’ CSR knowledge, trust, and perceptions of corporate reputation. The study also examines the role of a stakeholder-specific factor of consumer–company identification in the process of CSR communication. The findings suggest that the positive effects of CSR informativeness are enduring and independent of consumers’ identification levels with a company, whereas the positive consequences of the personal relevance, transparency, and factual tone of CSR communication intensify as the identification levels increase. Although CSR communication in which a self-promotional tone is adopted has a negative relationship with consumer trust and corporate reputation, such negative effects are not evident among consumers with very high identification levels with a company. Such CSR communication in fact improves consumers’ CSR knowledge and, in turn, has a positive effect on corporate reputation.