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Components And Parameters Of Corporate Reputation – An Empirical Study


  • Manfred Schwaiger


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.

Suggested Citation

  • Manfred Schwaiger, 2004. "Components And Parameters Of Corporate Reputation – An Empirical Study," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(1), pages 46-71, January.
  • Handle: RePEc:sbr:abstra:v:56:y:2004:i:1:p:46-71

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    Cited by:

    1. Peter Chemwile & Gregory Namusonge & Mike Iravo, 2016. "Relationship between Strategic Environmental Relations Practice and Organizational Performance of Companies Listed in Nairobi Securities Exchange," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(10), pages 339-355, October.
    2. Rosa Lombardi & Adriana Bruno & Giada Mainolfi & Andrea Moretta Tartaglione, 2015. "Research perspectives on corporate reputation and company’s performance measurement. An interpretive framework," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2015(3), pages 49-64.
    3. Russell J. Craig & Niamh Brennan, 2012. "An exploration of the relationship between language choice in CEO letters to shareholders and corporate reputation," Open Access publications 10197/3922, Research Repository, University College Dublin.
    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.
    5. Nadine Gatzert & Joan T. Schmit & Andreas Kolb, 2016. "Assessing the Risks of Insuring Reputation Risk," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 83(3), pages 641-679, September.
    6. Saeidi, Sayedeh Parastoo & Sofian, Saudah & Saeidi, Parvaneh & Saeidi, Sayyedeh Parisa & Saaeidi, Seyyed Alireza, 2015. "How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(2), pages 341-350.
    7. Anupam Bawa & Anirban Saha, 2016. "Strength of corporate social responsibility as a corporate brand association: general public perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 43(4), pages 313-332, December.
    8. 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.
    9. Supriti Mishra & Damodar Suar, 2010. "Does Corporate Social Responsibility Influence Firm Performance of Indian Companies?," Journal of Business Ethics, Springer, vol. 95(4), pages 571-601, September.
    10. Inga Hardeck & Rebecca Hertl, 2014. "Consumer Reactions to Corporate Tax Strategies: Effects on Corporate Reputation and Purchasing Behavior," Journal of Business Ethics, Springer, vol. 123(2), pages 309-326, August.
    11. repec:eee:aumajo:v:17:y:2009:i:2:p:115-124 is not listed on IDEAS
    12. Pablo Sánchez & Sonia Benito-Hernández, 2015. "CSR Policies: Effects on Labour Productivity in Spanish Micro and Small Manufacturing Companies," Journal of Business Ethics, Springer, vol. 128(4), pages 705-724, June.
    13. 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.
    14. 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.
    15. repec:eee:accfor:v:36:y:2012:i:3:p:166-177 is not listed on IDEAS
    16. Sascha Raithel & Manfred Schwaiger, 2015. "The effects of corporate reputation perceptions of the general public on shareholder value," Strategic Management Journal, Wiley Blackwell, vol. 36(6), pages 945-956, June.

    More about this item


    Corporate Image; Corporate Reputation; Intangible Assets.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility


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