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Components And Parameters Of Corporate Reputation – An Empirical Study

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  • Manfred Schwaiger
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    Abstract

    A wide variety of scientific and semi-scientific publications state that (amorphous) constructs like corporate reputation may cause sustainable profits. The reason for their interest in reputation is that increasing competition in a globalized economy promotes the identification of drivers of sustainable competitive advantages in the field of intangible assets, too. Therefore, in this paper we describe the state of the art in defining and measuring corporate reputation. Literature review, theory based conceptualization, and expert interviews allow us to develop and test an item battery, resulting in a new measurement approach. Our results show that fitting a structural model is much easier if we do not follow American literature, where reputation is supposed to be one-dimensional, but instead split corporate reputation into two dimensions, a cognitive component we call competence and an affective one we call sympathy. We show that performance aspects drive competence but dampen sympathy, whereas responsibility items have positive impact on sympathy and negative impact on competence.

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    Bibliographic Info

    Article provided by LMU Munich School of Management in its journal Schmalenbach Business Review.

    Volume (Year): 56 (2004)
    Issue (Month): 1 (January)
    Pages: 46-71

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    Handle: RePEc:sbr:abstra:v:56:y:2004:i:1:p:46-71

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    Related research

    Keywords: Corporate Image; Corporate Reputation; Intangible Assets.;

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    Cited by:
    1. Sarstedt, Marko & Wilczynski, Petra & Melewar, T.C., 2013. "Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities," Journal of World Business, Elsevier, vol. 48(3), pages 329-339.
    2. Waßmann, Jan, 2011. "Corporate Social Responsibility in der Marketing- und Markenforschung: Ein systematischer Überblick zum aktuellen Stand der empirischen Forschung," Research Papers on Marketing Strategy 5/2011, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    3. Margot Cleveland & Christopher Favo & Thomas Frecka & Charles Owens, 2009. "Trends in the International Fight Against Bribery and Corruption," Journal of Business Ethics, Springer, vol. 90(2), pages 199-244, November.
    4. Tischer, Sven & Hildebrandt, Lutz, 2014. "Linking corporate reputation and shareholder value using the publication of reputation rankings," Journal of Business Research, Elsevier, vol. 67(5), pages 1007-1017.

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