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Corporate Reputation

Book Description

Reputation has become an essential strategic asset for companies. Those businesses that enjoy a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees, while at the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands.
Currently, corporate reputation is one of the most popular non-financial indicators used by organizations, both in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation, and we invite the reader to join us on a journey of discovery.
When reputation first appeared as a concept, it brought about promises and hopes. It was viewed as a solution capable of reconciling the interests of different stakeholders and making the whole organization stronger. However, this giant soon turned out to have feet of clay, as it was lacking in sufficient theoretical and methodological foundation. Nonetheless, when we step into the terra incognita of corporate intangible assets, we will understand that the vague idea of reputation is gradually acquiring a scientific form thanks to the development of measurement tools and models that lay a foundation for the long sought-after means of managing reputation.

Table of Contents

  1. Corporate Reputation
  2. Cover
  3. Front Page
  4. Credits
  5. Dedication
  6. Contents
  7. Foreword
  8. Acknowledgements
  9. Introduction
  10. 01 The Economy of Intangibles and Reputation
    1. 1. Reputation in Organizations
    2. 2. Managing Intangibles: Challenges for an Organization
  11. 02 The Origin and Promise of Corporate Reputation
    1. 1. The Origin of the Concept
    2. 2. The Value of Reputation
      1. 2.1. The Impact on Market Value
      2. 2.2. Impact on Stakeholders’ Behaviour
      3. 2.3. The Value of Corporate Reputation
    3. 3. The Need for Clear Terminology
  12. 03 What do we Understand by Corporate Reputation Today?
    1. 1. Reputation is a Value-Generating Attitude
    2. 2. The Need for Grand Reputation
      1. 2.1. Definition and Classification of Stakeholders
      2. 2.2. Various Reputations Versus Grand Reputation
    3. 3. Reputation can be Managed
      1. 3.1. Signalling by an Organization
      2. 3.2. Perspectives: Who We are, What We Say, What We do and How We are Seen
      3. 3.3. What we do not Know about Reputation: Further Research
    4. 4. Strategic Character of Reputation
      1. 4.1. Determining the Value of Corporate Reputation
      2. 4.2. Reputation as a Resource. The RBV Theory
  13. 04 The Theoretical Foundations of Reputation
    1. 1. Social Legitimisation of an Organisation
      1. 1.1. The Sources of Legitimacy
      2. 1.2. The Role of Legitimisation in Corporate Reputation
      3. 1.3. The Distance between Legitimacy and Reputation
    2. 2. The Theory of Planned Behaviour
      1. 2.1. From Attitude to Behaviour
      2. 2.2. The Model of Planned Behaviour
      3. 2.3. New Ideas: Identity, Emotion and Desire
  14. 05 Modelling and Managing Corporate Reputation
    1. 1. The Customer Loyalty Model
      1. 1.1. A Brief Historical Overview
      2. 1.2. Components of the Customer Loyalty Model
    2. 2. Development of the Intentional Customer Loyalty Model
      1. 2.1. Loyalty Based on the Perceived Value of the Service
      2. 2.2. Satisfaction-Based Loyalty
      3. 2.3. Trust-Based Loyalty
      4. 2.4. Loyalty Based on Calculative Commitment
    3. 3. Reputation-Based Loyalty of Stakeholders
      1. 3.1. Rational Reputation vs. General Reputation
      2. 3.2. The Model of Stakeholder Loyalty
    4. 4. Overall Reputation as Management’s Strategic Focus
      1. 4.1. Automatic Attitude Activation
    5. 5. Eventual Reputation Status
  15. 06 Measuring Corporate Reputation
    1. 1. Objective Reputation Measurement Tools
      1. 1.1. Corporate Reputation Rankings
      2. 1.2. The Cravens Reputation Index
      3. 1.3. The MERCO Index
      4. 1.4. An Overview of Auditing Tools Used by Experts
    2. 2. Reputation Measurement Tools by Stakeholder Groups
      1. 2.1. Rational Reputation Scales
      2. 2.2. Global Reputation Measurement Tools
  16. Conclusion
    1. 1. Reputation is an Attitude
    2. 2. What are the Rational and Emotional Processes that Translate Reputation into Favourable or Unfavourable Behaviours?
    3. 3. How does Reputation Generate Loyalty and Value? Our Model
    4. 4. What is an Appropriate Organizational Model for Reputation Management?
    5. 5. How does Reputation Help to Establish a Balance between Legitimacy and Differentiation?
    6. 6. Are there Multiple Reputations or can we Speak about an Overall Reputation?
    7. 7. Is it Possible to Develop a Balanced Scorecard with Indicators for Each Dimension of Reputation and an Indicator of overall Reputation?
    8. 8. What is the Future of Reputation?
  17. Notes
  18. Bibliography
  19. Contraportada