Corporate reputation: Meaning and measurement

Corporate reputation has attracted interest from a wide range of academic disciplines. It is also a growing focus for business and media attention. This paper examines the construct of corporate reputation, first by untangling the terminological problems that have been caused by the interdisciplinary nature of much of the earlier work in the area. The construct of reputation and the allied constructs of image and identity are each reviewed. A structure is proposed in which the three constructs can be seen as labelling different but allied concepts. I then move on to consider how reputation has been measured. The paper uncovers considerable confusion in the use of what might appear to be basic terms and links this to a subsequent lack of grounded measurement tools in the sector, until relatively recently. With a clearer understanding of the construct of corporate reputation and the allied constructs of image and identity, researchers are now well placed to test the relationships widely claimed by practitioners between corporate reputation and other variables such as commercial performance and employee and customer satisfaction. The review ends by illustrating some of the issues that can be assessed from the basis of a clearer conceptualization of reputation and its measurement.     

The Primary Importance of Corporate Social Responsibility and Ethicality in Corporate Reputation: An Empirical Study

We examine three assumptions commonly held in the corporate reputation literature: (1) reputation ratings of owners and investors are generally representative of all stakeholders; (2) stakeholders will generally provide a higher reputation rating to firms that emphasize corporate social responsibility versus firms that do not; and (3) profitability is the primary criterion of importance to all stakeholders when rating a firm's reputation. Using an exploratory in‐class exercise, our findings suggest that: (1) there are significant differences among stakeholder groups in their reputation ratings; (2) firms that emphasize corporate social responsibility are not rated more highly across all stakeholder groups; and (3) for all stakeholder groups, the ethicality criterion explained more of the variance in firms' reputation ratings than the profitability criterion.     

How to manage corporate reputation? The effect of enterprise risk management systems and audit committees on corporate reputation

Research on corporate reputation has generally argued that reputational risk, or risk of reputation loss, stems from all company risks. As companies use enterprise risk management (ERM) systems to manage all their risks, we analyse the effect of ERM system quality on corporate reputation. Furthermore, as audit committees are in charge of supervising ERM systems, we analyse the effect of audit committee characteristics (i.e. independence and independent members' knowledge and diligence) on corporate reputation through their effect on ERM system quality. Our results for a sample of listed Spanish firms support consultants’ arguments that ERM system is a useful tool for managing corporate reputation. Our results also show that audit committee independence improves corporate reputation through the ERM system. Finally, our findings also reveal a positive relationship between the average educational level of independent directors of the audit committee and ERM system quality. These results provide evidence that ERM systems are platforms to manage corporate reputations and suggest the importance of the audit committee as a supervisor of ERM system and as guarantor of corporate reputation.     

The Impact of Downsizing on Corporate Reputation

This study investigates the impact that downsizing has on corporate reputation. Drawing on the relevant literatures, two hypotheses are developed and tested. The findings of the study are as follows. First, downsizing has a negative impact on corporate reputation. Second downsizing is more damaging to corporate reputation than 'downscoping'–the sale of a division.     

企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据

企业形象在学界与业界已经成为一个重要议题,但企业形象与顾客忠诚之间的确切关系尚未得到深入研究。本文探讨了企业形象通过顾客价值和顾客满意对顾客忠诚的作用机理。以零售银行业为刺激物的实证研究结果表明:(1)企业形象不但直接正向影响顾客态度忠诚,而且通过顾客价值和顾客满意间接地正向影响顾客态度忠诚;(2)企业形象是最重要的顾客态度忠诚决定因素;(3)顾客态度忠诚是联结企业形象、顾客价值、顾客满意与顾客行为忠诚的唯一中介因素。本研究对于推动我国零售银行业用心塑造积极的企业形象具有重要启示。     

The Impact of Corporate Reputation on Firm Risk: A Panel Data Analysis of Spanish Quoted Firms

Researchers have traditionally addressed the influence of corporate reputation on firm performance, but have not considered the influence of corporate reputation on firm risk. This research develops hypotheses regarding the opposing influence of corporate reputation on a firm's systematic risk, unsystematic risk and total risk, as well as the moderation effect of firm size and industry concentration. Using a panel data method, these relationships are analysed, controlling for the effects of endogeneity, for a sample of Spanish quoted firms in the period 2001–2007. Specifically, two complementary analyses are performed. The first distinguishes firms included and not included in the MERCO index of the most reputable firms. The second analyses the impact of corporate reputation for the sub‐sample of most reputable firms. Being reputable reduces a firm's unsystematic risk and total risk, but increases systematic risk. In addition, firm size weakens these influences of corporate reputation on firm risk. However, among the most reputable firms, differences in reputation score have a lower effect on risk. Specifically, the corporate reputation level only influences firm unsystematic risk. It seems that what matters is not the degree of corporate reputation, but whether being or not being reputable is the question in terms of risk.     

Impact of Customer‐based Corporate Reputation on Non‐monetary and Monetary Outcomes: The Roles of Commitment and Service Context Risk

A firm's reputation is an important intangible asset, because of its potential for value creation. The authors explore non‐monetary and monetary outcomes of customer‐based corporate reputation (CBR) and hypothesize that commitment serves as a partial mediator, while service context risk is a moderator, of these relationships. Using a large sample of service customers who evaluated the reputation of service firms in four service categories, the results show that (1) commitment partially mediates the relationship between CBR and most of the outcome variables, and (2) service provider selection risk moderates these relationships, such that reputation has a stronger effect on several non‐monetary outcomes for higher‐risk services and commitment has a stronger effect for lower‐risk services, consistent with a dual‐processing framework explanation. The authors discuss the theoretical and managerial implications.     

Lies in the Sky: Effects of Employee Dishonesty on Organizational Reputation in the Airline Industry

Conventional wisdom suggests that dishonesty on the part of an organization's employees has a negative effect on the organization's reputation. However, many organizations condone (or even require) dishonesty under certain circumstances. In this research of 128 airline passengers, we examine situations in which employees are perceived to be dishonest within one such industry, the international airlines, and examine the impact of this dishonesty on organizational reputation and customer satisfaction. We found that the reputation of the firm was most damaged when the lie benefited the company or the employee, rather than the passenger. In addition, the view of the airline significantly decreased when the lie caused a high amount of harm (compared with a low amount) to the passenger.     

A Matter of Reputation and Pride: Associations between Perceived External Reputation,Pride in Membership,Job Satisfaction and Turnover Intentions

This study investigates how job satisfaction and turnover intentions are related to external reputation as perceived by employees and their pride in membership. Based on a cross‐sectional survey including 439 employees, it also provides insights into external reputation as a possible source of collective pride. Study results indicate that, in agreement with social identity theory, outsiders' views of the organization are closely associated with employees' pride in organizational membership as well as job satisfaction. Both pride and job satisfaction mediate the relationship between perceived external reputation and turnover intentions. Hence, a favourable reputation matters in managing turnover intentions and is closely related to employee pride and satisfaction. Tenure of employees is positively associated with pride while intensive customer contact is negatively related to perceived external reputation and pride. Implications pinpoint the need for alignment of reputation management and human resources management. Furthermore, managers need to focus on new staff and employees with frequent customer contact and should implement pride‐building strategies according to the tenure of employees and intensity of customer contact.     

Effects of data breaches from user-generated content: A corporate reputation analysis

A threat for a growing number of firms in various industries is the occurrence of different breaches of sensitive corporate data. These critical events represent vulnerability for firms' corporate reputations, whose multiple dimensions are affected by customers negative perceptions in various ways. Further, in the Industry 4.0 era, the redundancy of scandals on social media can exacerbate negative effects. This paper reports an investigation into the effects of data breaches on corporate reputation dimensions. In this context, the study conducted latent Dirichlet allocation analysis on social media user-generated content (UGC) for a sample of 35 firms in nine industries that suffered a data breach incident between 2013 and 2016. Incidents have been categorized into three categories: “intentional and internal,” “unintentional and internal,” and “intentional and external” data breaches. The aim of the study was to discover how reputational dimensions changed after these critical events and to identify the differences among the types of data breaches.Results reveal that after critical events, more reputational dimensions appear to be relevant. While before critical events, users typically discuss the “perceived quality” of a firm's offer, after all three types of data breaches, users also pay attention to “customer orientation” and “corporate performance” dimensions. Another key reputation dimension, especially after intentional and internal data breaches, is the “firm as employer,” particularly in the context of a lack of investment in training regarding these events.These findings provide key insights for academics and practitioners to understand large-scale data breaches effects and reputational drawbacks after such incidents.     

Shame on Who? The Effects of Corporate Irresponsibility and Social Performance on Organizational Reputation

This study examines the relationship between corporate irresponsibility, corporate social performance and changes in organizational reputation. By combining attribution theory with expectancy violations theory, we provide the first systematic analysis of how organizational reputations are influenced by attributions of corporate irresponsibility in the context of social expectations. Drawing on a comprehensive and unique corporate irresponsibility dataset, this study reveals that firms previously believed to be most socially responsible are penalized by evaluators when corporate culpability is verified by a court of law. Conversely, firms perceived as least socially responsible were more likely to suffer reputation penalties when accused of irresponsibility, without their culpability established through litigation. Overall, the results of our study suggest that organizational reputations are mostly stable in light of irresponsibility, in that evaluators only penalize certain firms, in certain circumstances. Specifically, reputation penalties occur when highly responsible firms are perceived as hypocritical and least responsible firms were not found culpable by a court of law. Upon reflection on these findings, our study reveals that the mechanisms of social sanction previously assumed to regulate irresponsibility are weaker than currently understood. The theoretical and policy implications of this study are discussed, along with directions for future research on social evaluations.     

Exploring the drivers of corporate reputation integrated with a corporate responsibility perspective: some reflections in theory and in praxis

Corporate reputation is a multi-stakeholder concept that is reflected in the perceptions that stakeholders have of an organization. There is much evidence that reputation interacts diversely with different stakeholder groups and in relation to other concepts such as corporate responsibility. In this paper, we propose the implementation of the reputational quotient on a sample of Italian SMEs and attempt to discover and measure the relationship with corporate responsibility. Thus concluding that the instruments used for measuring and managing reputation can also be usefully employed in terms of corporate responsibility.     

Building a reputation along the value chain at Levi Strauss

The authors identify the value chain as a valuable management tool in building a corporate reputation. Examples of beneficial effects of value chain links on the company's reputation are presented using programmes from Levi Strauss.     

基于“Meta分析”视角的企业社会绩效与企业财务绩效之间的关系研究

随着企业社会责任理论体系逐步的发展与完善,国内外学者开始关注企业社会绩效(CSP)与企业财务绩效(CFP)之间的关系,但是其中大量有关的研究结果却是互相矛盾的。本研究首先提出了一个理论模型以及相关研究假设,以国内外有关的实证研究文献作为研究对象,采用Meta分析方法对各项独立研究结果进行综合统计分析。其研究结果表明:企业社会绩效常常与企业财务绩效是直接地相互作用和相互影响的;企业管理能力和企业声誉作为中介变量对CSP与CFP关系有着正向的影响,其中企业声誉有着高度的影响;大多数CSP测量方法与CFP测量方法之间有着显著的正向关系,其中CSP声誉排名测量方法与CFP测量方法之间显示出相当高的正向关系,而以市场基础和会计基础CFP测量方法与CSP测量方法之间的关系要低于感知(调查)CFP测量方法的。最后,将其研究结果与相关文献的研究结果进行了比较,并提出了研究结论和相关启示。     

Corporate Reputation: Do Board Characteristics Matter?

Our study draws on institutional and signalling theories to postulate relationships between board characteristics and corporate reputation. Based on a sample of 324 firms featured in Fortune's list of most admired corporations in the USA, our findings indicate that board characteristics significantly influence the assessment of firm reputation by the business community. Specifically, we found that firms with a greater proportion of outside directors and those with larger boards exhibited better reputation than those with smaller boards and a higher proportion of insiders. In addition, we observed an inverted‐U relationship between the average tenure of outside directors and corporate reputation. However, contrary to expectations, our findings indicate a negative association between independent leadership structure (i.e. absence of duality) and corporate reputation.     

Complements or substitutes? The contingent role of corporate reputation on the interplay between internal R&D and external knowledge sourcing

Existing research does not provide a clear answer to the question of whether internal knowledge development and external knowledge sourcing are complementary or substitutive innovation activities. This paper adopts a contingent approach for addressing this issue by examining whether and how the interactive effect of internal R&D efforts and external knowledge sourcing on product innovation performance may be affected by the firm’s corporate reputation. In doing so, a three-way interaction model is applied to a sample of 251 Spanish high-technology manufacturing firms. Interestingly, initial results support the substitutive argument: the positive effect of internal R&D on product innovation performance diminishes as the exposure to external knowledge increases. However, in well reputed companies, interaction becomes positive, revealing a complementary effect. Thus, the study extends the traditional approach focused on determining whether internal and external knowledge sourcing are complements or substitutes by showing that their interplay depends on other firm-specific characteristics. Moreover, identifying corporate reputation as a source of complementarity between both activities provides an additional explanation of how corporate reputation contributes to a more effective management of knowledge assets.     

面向C2C电子商务的多维信誉评价模型

提出了一种面向C2C电子商务的多维信誉评价模型,该模型将反映卖家信誉的因素归结为2类维度,即交易维度和中介维度。前者包括交易时间、交易金额、买家信誉度、欺诈惩罚4个维度;后者包括商盟、消费者保障服务2个维度;模型将C2C卖家信誉集结为一个二元组提供给消费者,作为其进行购买决策的评估指标。通过对淘宝网数据的实证研究证明,其相对传统模型具有更好的信誉区分能力、防信誉诋毁能力、防信誉共谋能力和欺诈惩罚能力。     

When reputation management is people management: Implications for employee voice

This article explores the relationship between internal reputation management, HRM, and employee voice. Drawing on qualitative data from 25 medium-size and large Norwegian organizations, we find that organizations pursue a desired reputation through a single, official corporate voice by discouraging prohibitive employee voice through technocratic control and coercive HRM practices. The emphasis on technocratic control and coercive HRM occurs despite the widely held belief in reputation and branding literatures that employees should be committed corporate ambassadors who enthusiastically promote their organization's desired reputation and deeply believe in the images they convey to internal and external stakeholders. The findings contribute to studies on reputation management by linking internal reputation management, HRM, and employee voice, pointing out “people management” aspects of reputation management and highlighting important organizational and employee-based consequences.     

Relationship between Online Retailers’ Reputation and Product Returns

Customer product returns are key cost drivers that eat into online retailers’ profits. However, management research has neglected to examine ways of reducing return rates without causing a concomitant decrease in sales. Drawing from signalling and dissonance theories, we investigate the relationship between online retailers’ reputation and product return rates. Two experiments designed to produce causal conclusions show that reputation reduces return rates (Studies 1 and 2) and that return motivation is a boundary condition for that relationship (Study 2). A field study based on an online consumer panel demonstrates the robustness of the negative impact of online retailer reputation on product returns in a setting that emphasizes external validity (Study 3), in comparison with Studies 1 and 2, which maximize internal validity. Study 3 also examines managerially important contingencies of the causal relationship by considering three variables: purchase frequency; retailer type; and customer gender. Overall findings indicate that an online retailer's reputation is a powerful means of reducing product return rates. The findings also show that the strength of the relationship between reputation and product returns is influenced by return motivation and the three variables investigated in the field study.     

What’s in a name? Decomposing corporate reputation to assess the relative impact of temporal, firm and industry level factors

While the perceptual nature of corporate reputation is rarely contested, the role of governance and firm financial performance does not have the same consensus. As reputation is an embedded capability that cannot be distinctly valued or traded, the ambiguity in reputation generation clouds researchers’ attempts to understand the relative importance of the underlying causal factors, particularly firm-specific attributes like board characteristics, governance and ownership—independent of the firm’s financial performance over time. Utilizing a resource—based view, we develop a theoretically grounded framework that enables us to deconstruct corporate reputation and parse out the impact at multiple levels and the factors therein. We decompose reputation into time, firm and industry level factors, offer hypotheses on the relative importance of the factors at each level, and thereafter we simultaneously assess within and across the temporal, firm and industry levels to quantify the impact of the causal factors. We find that 49.65 % of the variation in corporate reputation is firm-specific, independent of financial performance, while industry-specific variables account for just 5.04 %. The temporal factors including the multi-level interaction terms explain 46.06 % of reputational variation, of which financial performance accounts for only 18.53 % and the “halo effect” of prior financial performance is short-lived. Furthermore, the commonly accepted factors explain only 26.44 % of the total variation in corporate reputation, and some of the governance and ownership indicators contradict generally accepted agency expectations.