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Corporate reputation: seeking a definition

Corporate reputation: seeking a definition This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are therefore merged into two dominant schools of thought. These include the analogous school of thought, which views corporate reputation as synonymous with corporate image, and the differentiated school of thought, which considers the terms to be different and, according to the majority of the authors, interrelated. This article argues that on balance, the weight of literature suggests that there is a dynamic, bilateral relationship between a firm's corporate reputations and its projected corporate images. Future research is therefore encouraged to explore how corporate reputations influence and are influenced by all the ways in which the company projects its images: its behaviour, communication and symbolism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Corporate reputation: seeking a definition

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280110381189
Publisher site
See Article on Publisher Site

Abstract

This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are therefore merged into two dominant schools of thought. These include the analogous school of thought, which views corporate reputation as synonymous with corporate image, and the differentiated school of thought, which considers the terms to be different and, according to the majority of the authors, interrelated. This article argues that on balance, the weight of literature suggests that there is a dynamic, bilateral relationship between a firm's corporate reputations and its projected corporate images. Future research is therefore encouraged to explore how corporate reputations influence and are influenced by all the ways in which the company projects its images: its behaviour, communication and symbolism.

Journal

Corporate Communications: An International Journal – Emerald Publishing

Published: Mar 1, 2001

Keywords: Marketing; Perceptions; Organizational behaviour; Corporate communications; Symbolism

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