Thematische Bibliographien / Corporate Brand Reputation

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Auswahl der wissenschaftlichen Literatur zum Thema „Corporate Brand Reputation“

Autor: Grafiati

Veröffentlicht am 29. Juni 2021

Zuletzt aktualisiert am 5. Februar 2022

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Zeitschriftenartikel zum Thema "Corporate Brand Reputation"

Worcester, Robert. „Reflections on corporate reputations“. Management Decision 47, Nr. 4 (01.05.2009): 573–89. http://dx.doi.org/10.1108/00251740910959422.

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PurposeThe purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.Design/methodology/approachThe approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.FindingsThe paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.Practical implicationsPolicy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.Originality/valueThe paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.

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Harris, Fiona, und Leslie de Chernatony. „Corporate branding and corporate brand performance“. European Journal of Marketing 35, Nr. 3/4 (01.04.2001): 441–56. http://dx.doi.org/10.1108/03090560110382101.

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Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.

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Greyser, Stephen A. „Corporate brand reputation and brand crisis management“. Management Decision 47, Nr. 4 (Mai 2009): 590–602. http://dx.doi.org/10.1108/00251740910959431.

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Argenti, Paul A., und Bob Druckenmiller. „Reputation and the Corporate Brand“. Corporate Reputation Review 6, Nr. 4 (Januar 2004): 368–74. http://dx.doi.org/10.1057/palgrave.crr.1540005.

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Barros, Teresa, Paula Rodrigues, Nelson Duarte, Xue-Feng Shao, F. V. Martins, H. Barandas-Karl und Xiao-Guang Yue. „The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model“. Journal of Risk and Financial Management 13, Nr. 6 (22.06.2020): 133. http://dx.doi.org/10.3390/jrfm13060133.

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The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.

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Kucharska, Wioleta. „Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model“. Sustainability 12, Nr. 3 (27.01.2020): 940. http://dx.doi.org/10.3390/su12030940.

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So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

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Barua, Arup, und Alexandra Ioanid. „Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions“. Sustainability 12, Nr. 18 (08.09.2020): 7373. http://dx.doi.org/10.3390/su12187373.

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Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

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Gotsi, Manto, und Alan Wilson. „Corporate reputation management: “living the brand”“. Management Decision 39, Nr. 2 (März 2001): 99–104. http://dx.doi.org/10.1108/eum0000000005415.

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Khojastehpour, Morteza, und Raechel Johns. „The effect of environmental CSR issues on corporate/brand reputation and corporate profitability“. European Business Review 26, Nr. 4 (03.06.2014): 330–39. http://dx.doi.org/10.1108/ebr-03-2014-0029.

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Purpose – The purpose of this paper is to investigate the effect of environmental corporate social responsibility (CSR) (climate responsibility and natural resource utilization) on corporate/brand reputation and corporate profitability. Design/methodology/approach – Building on extensive literature, a conceptual model of environmental CSR-corporation that includes three factors of consumer behavior is proposed. Findings – The study highlights that environmental CSR has a positive effect on corporate/brand reputation and corporate profitability. Practical implications – The findings of this study highlight the importance of managing environmental CSR for corporations that intend to gain reputation and profitability. Originality/value – This paper is one of the first to highlight the effect of environmental CSR on corporate/brand reputation and corporate profitability.

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Chikazhe, Lovemore, Blessing Chigunha, Martin Dandira, Tendai Silvaziso Mandere und King Christopher Muchenje. „Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty“. Business Management and Strategy 11, Nr. 1 (27.06.2020): 243. http://dx.doi.org/10.5296/bms.v11i1.17141.

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Factors that promote customer loyalty are of great concern to the banking sector because loyalty predicts business success. The purpose of this study is to examine the mediation role of corporate social responsibility on the effect of brand awareness and corporate reputation on customer loyalty. Data was collected through a cross sectional survey from 405 bank customers. Research hypotheses were tested using the structural equation model. The findings show that corporate social responsibility partially mediates the effect of both brand awareness and corporate reputation on customer loyalty. The results indicate that corporate social responsibility plays a vital role within the banking sector as it mediates the effect of brand awareness and corporate reputation on customer loyalty. If banks engage in successful corporate social responsibility practices, brand awareness and corporate reputation are enhanced and this result in improved customer loyalty. By empirically examining corporate social responsibility as a mediator on the effect of brand awareness and corporate reputation on customer loyalty the study seeks to contribute to the scholarly conversation.

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Dissertationen zum Thema "Corporate Brand Reputation"

Pais, Madalena Sofia Sarmento de Figueiroa-Rêgo. „Effects of corporate social responsibility on brand reputation and brand identification with children“. Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9560.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This study aims to understand children‟s perceptions of Corporate Social Responsibility (CSR) initiatives and its effect on the brand, namely Reputation and Identification. Moreover, it analyzes if the use of Cartoons helps to increase these effects. Differences among gender, age and social class, will also be considered. 292 children from the 3rd and 6th grades from 5 schools with different social backgrounds participated in this study. The research made use of a real brand targeting children. Drawings and questionnaires were used as the main research tools. Results suggest that CSR actions have a positive effect on Reputation and Identification and that Cartoons do not lead to greater positive effects.

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Gotsi, Diamandoula. „Corporate brand reputation management : an intraorganisational study on the role of service employees and on-brand corporate cultures“. Thesis, University of Strathclyde, 2004. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21559.

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This thesis examines two critical intraorganisational elements of corporate brand reputation management in service organisations; the role of service employees and the subsequent need for aligning the corporate culture with the corporate brand requirements as a means of promoting "on-brand" attitudes and behaviours. It attempts to identify the extent to and ways through which employees are involved in the reputation management practices of service organisations and to examine the challenges that service companies face in encouraging their staff to "live" the corporate brand. The review on the reputation management, services marketing and corporate culture literature has highlighted that despite the increasing acknowledgement of the aforementioned intraorganisational aspects, there is a dearth of empirical research in this area. In order to shed some light into this gap, the researcher designed a twophase, sequential mixed methods study. The fieldwork initially involved fifteen elite interviews with reputation consultants and service managers. This was followed by a programme of qualitative and quantitative research within one leading service organisation that has recently gone through a corporate re-branding exercise and is striving to promote "on-brand" attitudes and behaviours across the organisation. This involved 14 interviews with company Directors, observation of two senior staff meetings and the completion of an Intranet-based questionnaire by 243 respondents. The research found that reputation consultants and managcrs perceive the role of service personnel and cultural alignment to be of critical importance to the successful management of corporate brand reputations. As a result, consultants and managers argued that trying to involve employees in the reputation management process and aligning attitudes and behaviours through committed leadership and "on-brand" internal communication, training and rewards processes are key in sustaining favourable reputations. However, similarly to academic writings in the reputation literature, practitioners appeared to approach the topic of culture rather simplistically, often ignoring the challenges that sub-cultures could pose in this process. Interestingly, in practice, findings highlighted that employees are often at the receiving end of the reputation management process and that managing corporate brand reputations is more PR-Ied than internally-driven. Commercial pressures, lack of commitment, intraorganisational power dynamics and the lack of a joint effort between the marketing and the HR department, are among the plethora of factors that obstruct organisations from "living" the brand and embracing the corporate brand promise. The study also identified that despite the myth of the one corporate culture, organisations often have sub-cultures with varying degrees of alignment with the corporate brand. Moreover, findings highlighted the importance of organisational commitment in the process of "living" the brand (especially in the case of rebranding exercises) and emphasised the challenges posed by resistance to change within organisations. The thesis therefore suggests that managing these intraorganisational elements is much more complex than is depicted in most established reputation management frameworks. Academics and practitioners should seek to understand the complex nature of culture in organisational settings and strive to adopt reputation management processes that are centered on employee involvement and committed leadership.

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Björk, Josephine, und Sahar Hallal. „Anseende - Hot or Not? : En explorativ studie i hur stora svenska företag ser på begreppet anseende“. Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3629.

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There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation. In the analysis the empirical findings were linked to the theoretical framework chosen for the study and earlier research in the area. Through this study it has been shown that companies are defining reputation as a part of the brand. They also explain reputation as the stakeholders aggregated view of a company. The companies manage their reputation, but as an integrated component in the work of brand and communication. The companies had difficulties in separating the concept of reputation andthe concept of brand.

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Chen, Chen-Chu. „The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry“. Thesis, Brunel University, 2011. http://bura.brunel.ac.uk/handle/2438/6135.

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This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation. Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic character (Weigelt and Camerer, 1988). Also, corporate reputation is the public’s cumulative judgement of a firm over time (Roberts and Dowling, 2002). The review of theoretical literature indicates the uses of corporate reputation by business organizations can be theorized along six dominant paradigmatic perspectives: 1-public relations; 2-marketing; 3-management, 4-economic; 5-sociological; 6-finance and accounting. The uses of corporate reputation in these six paradigms are comprehensively discussed. The objective of this study is to establish the use of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2. The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three main functions (value creation, strategic resources and corporate communication) affect a company’s brand positioning strategy. The following research question thus is proposed: How do (Taiwanese pharmaceutical) companies use their corporate reputation to develop a brand image strategy? The research hypotheses based on three theories (value-based theory, resource-based theory and integrated marketing communication theory) appear in Chapter 3. The research question is constructed theoretically, and then a conceptual model, which begins with three antecedents of corporate reputation and simultaneously illustrates the outcomes of their use, are discussed. The construct of the uses of corporate reputation has three dimensions: value creation, strategic resources and corporate communication. Each of these three dimensions includes several items. The items were proposed based on the previous researchers’ summaries and the qualitative interview. The researcher will then depict the proposed research conceptual framework and a number of hypotheses that will be further investigated and tested. Then the quantative study was completed by providing the data analysis and the results were explained. A multi-stage procedure was involved in this research. First, data examination and screening to prepare for subsequent quantitative analyses and then the descriptive statistics were presented. Second, a reliability test was performed on measurement scales to ensure that they achieve an acceptable level of reliability for further analysis. The resulting solutions were then re-assessed using confirmatory factor analysis. Finally, PLS (Partial Least Squares) was used to test the hypothesized relationships between the research constructs as postulated in the conceptual model, and to assess the overall goodness-of-fit between the proposed model and the collected data set. The researcher then discusses the validation of the measurement model and the research findings. The findings are then further discussed in terms of the contribution to marketing theory and relevance to marketing managers. Then the items of adapted scales were subjected to several rounds of adjustments and were finally found to possess acceptable measurement properties. Reliability and construct validity tests indicated that all scales satisfied widely accepted criteria such as the minimum reliability of 0.7. The results of scale purification will be discussed. And an evaluation of the research hypotheses and their significance are summarized, the findings of all hypotheses testing will be reviewed and compared with previous research. According to the research findings, the hypotheses that value creation, as one dimension of corporate reputation, has a positive impact on brand segmentation, brand differentiation and brand positioning are all accepted. The hypotheses that strategic resource, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are rejected. However, the hypothesis that strategic resource, as one dimension of corporate reputation, has a positive impact on brand positioning is accepted. The hypotheses that corporate communication, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are both accepted. The hypothesis that corporate communication, as one dimension of corporate reputation, has a positive impact on brand positioning is partially supported. Finally, the hypothesis that the (see in Table 5.18) moderating effect of price policy on corporate reputation has a positive impact on brand image strategy is partially but negatively supported. This thesis makes a significant contribution to the study of corporate reputation of firms in the Taiwanese pharmaceutical industry from the robustness of the qualitative and quantitative data collection.

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Ernberg, Petra, und Anna Kihlberg. „To communicate or not to communicate : A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation“. Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67179.

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The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. It is further crucial for a corporate brand to ensure that the stakeholders share the same corporate identity. A highly recognized tool to strengthen the brand is referred to CSR activities that come with potential benefits in terms of corporate reputation.

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Ampuero, Denise, und Sophie Holmberg. „Co-created reputation in a nonprofit context : A mixed-method study of SACC-DC“. Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90710.

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Reputation has been the subject of marketing research throughout recent years, and it was found to be an important measure of how organizations are perceived. The theory of co-creation, where organizations interact and deliver value through the involvement of customers, has also shown positive effects on performance. The main purpose of this thesis is to gain a deeper understanding of how reputation and co-creation are managed internally. Furthermore, this study aims to investigate the impact of brand image, satisfaction, perceived quality, and brand experience on co-creation and reputation by evaluating the external perceptions of members of a nonprofit membership organization, the Swedish-American Chamber of Commerce of Washington, D.C., Inc. (SACC-DC). For a nonprofit membership organization, both reputation and co-creation can be of importance, as they do not compete by financial means, but instead by how the members perceive the networking service that they provide. We could identify a research gap, since there is no study that examines co-creation in relation to reputation. Furthermore, there is a need to conduct more research on co-creation in the nonprofit context. We could also see that more in-depth studies need to be done on reputation in order to understand the underlying factors of the internal management of the reputation. In order to fulfill the purpose of the thesis, a mixed-method study has been conducted. In the qualitative study, we have conducted eight semi-structured interviews with board members and employees of SACC-DC. Through the interviews, we gained a deeper understanding of how the reputation is managed by exploring how the organization works with co-creation, identity, desired identity and perceived quality. From the interviews, four themes were derived to explain how the organization co-creates their reputation together with their members. The themes were brand identity, brand delivery, value, and mutual responsibility. Our qualitative findings resulted in a table, showing that the reputation could benefit from being co-created in nonprofit membership organizations. In order to advance an understanding of how members of SACC-DC perceive the reputation and co-creation, a quantitative study was conducted. We assessed the effects of brand image, brand experience, satisfaction and perceived quality on co-creation and reputation. Our regression analyses showed that brand image and brand experience had positive significant effects on both co-creation and reputation, and that perceived quality had a positive significant effect on reputation. We could also conclude that co-creation had a positive significant effect on reputation. From our qualitative interviews together with the results of our quantitative study, we could conclude that there are perceptional differences regarding the reputation between board members and members of SACC-DC. We can also conclude that the reputation of SACC-DC is indeed co-created by board members together with other members, which implies that both management and customers take part in the process of creating the best possible reputation. In addition to our theoretical contributions, we also made practical recommendations for both managers of nonprofit organizations in general and for SACC-DC in particular, on how to enhance the co-creation process of the reputation.

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Elaies, Rosol, und Amanda Schreck. „The Influence of Internal Corporate Communicationson Brand Pride: A case study“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387342.

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The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that was developed out of the theory. It was concluded that internal corporate communications processes can contribute towards brand pride in three ways: through clear and explicit communication, repetitive communication, and in matching internal and external communications. It was also found that employees identify with the corporate identity, and thus experience brand pride, differently, contributing towards two types of brand pride: collective and personal brand pride.

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Kyller, Hannah, und Hedvig Thorson. „Boycotting, buycotting or doing nothing : A quantitative study of corporate reputation in relation to political consumerism“. Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53020.

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Background: In previous years, Swedish company Na-kd has been promoted in the media due to allegations of poor working conditions. While this has potentially taken a hit on the company’s reputation, studying the relationship between corporate actions and perceptions of the public has been neglected. People engage in political consumerism to express their opinions regarding political, social, or ethical concerns, which could for example include boycotting (refusing to shop at) a specific company. Previous literature within the political consumerism and corporate brand reputation stream pays little attention to understanding the relationship between the two, which includes the impact of corporate brand reputation on political consumerism. Purpose: The purpose of this research is to investigate the relationship between political consumerism and corporate reputation, where corporate reputation is impacted by CSR, employer branding, corporate image, and crisis exposure. Method: This research has adopted a deductive structure and a quantitative approach where the Na-kd case was used as a stimulus/prompt. A non-probability sampling approach was used, and primary data was collected through an online questionnaire where results were exported and analyzed in SPSS software. The methods of analysis were correlations and the sample consisted of 114 female respondents in the ages of 18-35. Findings: To test the hypotheses Pearson’s Chi-Square test and Spearman’s rho was conducted and calculated to test the relationship and its strength between the chosen variables. The results proved to be significant, and all five hypotheses were supported, which concludes that corporate reputation is influenced by poor CSR activities, poor employer branding, negative corporate image, and crisis exposure which in terms affects consumer purchase decisions to boycott, buycott or doing nothing. Originality/Value: This research proves that there is a positive correlation between negative corporate reputation and political consumerism, which contributes to the political consumerism stream within the consumer research domain as well as literature about corporate brand reputation within the field of brand marketing.

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Kunene, Sibongile. „Determining the contribution of online corporate communication to brand reputation among Generation Y consumers in Vaal Region“. Thesis, Vaal University of Technology, 2016. http://hdl.handle.net/10352/453.

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M. Tech. (Department of Public Relations Management, Faculty of Human Sciences), Vaal University of Technology
ABSTRACT The internet has become one of the most powerful communication tools. Therefore, much has been written over the past few years about the rise and use of online communication, but there is still very limited research on the use of online communication by Generation Y members and corporations in an African context. Consequently, the internet has become one of the most powerful communication tool. This has led to the evolutions of the public relations discipline in keeping up with trends, embracing new opportunities and using diverse and effective communication mediums to engage with different stakeholders. This dissertation determines the contribution of online corporate communication to brand reputation amongst Generation Y members in the Vaal Region and the effect it can have on the perceived reputation of an organisation. This was done though ascertaining ways in which Generation Y in the Vaal Region (Evaton, Sebokeng and Vanderbijlpark) uses different online corporate communicate tools to engage with brands. This quantitative study used a cross-sectional descriptive research approach. Two hundred questionnaires that comprised of three sections namely: (1) demographics and sources of information, (2) online communication behaviour and (3) online reputation management were distributed amongst Generation Y members in the Vaal Region. The respondents were between the ages of 18-35, descriptive statistics such as frequencies, the mean, medium and the mode, factor analysis, t-tests and ANOVA were used to analyse the data obtained from the respondents. From the results it is evident that the growth of the internet and the development of smartphones, iPads and tablets have drastically changed the way people communicate, especially Generation Y members, thus leading brands to actively operate online. Social networking sites like Facebook, Instagram, Twitter and YouTube have taken over the technological aspect of two way interaction between customers and brands thereby influencing an organisation’s reputation. In as much as online communication has brought about change to the public relations discipline it has a detrimental impact on a company’s reputation if not managed properly. Therefore, companies that use online communication and those that do not use online communication should be aware of Generation Y’s online brand engagement, behaviour and expectation as this will have an effect on the organisations reputation when engaging with members from this group.

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Mashego, Sendra Dimakatso. „Evaluating the influence of corporate social responsibility on brand reputation in the mining industry: a case study of Exxaro's Grootegeluk mine“. Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33793.

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Corporate Social Responsibility (CSR) is now playing an imperative role in South Africa and globally, especially in the mining sector. This industry is expected to make profits while contributing towards a better society. Despite the industry‘s significant contribution to the economy, it also has a negative impact socially and environmentally. Over the past decades the mining sector has been seen as not mindful of its immediate stakeholders. Communities in close proximity to mines do not trust mining companies due to perceptions that mining companies fail to consider the environment within which they operate. Communities are often left with the impression that mines have simply degraded the environment without contributing to sustainable local development such as such as poverty, health, infrastructure, education and unemployment. The reputation of mining companies thus has declined, resulting in economic losses. Mining companies still interpret CSR as an environmental stewardship rather than a model for improving alignment with its stakeholders, as well as enhancing and building brand reputation. The purpose of this study is to evaluate the impact of CSR on the mining industry's brand reputation. The study links the CSR efforts of Exxaro‘s Grootegeluk Mine and their ability to enhance the mine‘s reputation in areas of operation. Exxaro is among the top five coal producers in South Africa. The Grootegeluk Coal Mine is an open cast coal mine in Lephalale, Limpopo. A quantitative research methodology was applied using a face to face structured self-administered questionnaire to collect primary data from a sample of 330 participants. Descriptive statistical analysis was conducted with a view to condense the sample composition. The non-probability sampling was deemed appropriate for this study, particularly, the simple random sampling. Regression analysis was deemed suitable to for this study. The collected data was analysed using SPSS version 26.0. Research results have shown that CSR has a favourable association with brand reputation. The study found that community members are more aware of the mine‘s economic responsibility in relation to other dimensions of CSR. This finding implies that the community is more in-tune with aspects that have a direct bearing on their livelihood and are more inclined to seek opportunities and initiatives that improve their overall standard of living. Overall, the findings show that organisations that invest in socially responsible behaviour have higher levels of perceived reputation among the society. Philanthropic initiatives should be developed with the involvement of community members to ensure that their real needs will be determined. Poorly developed community projects do not benefit the mine or the community. The mines should look into sourcing the majority of its staff from the local community. In addition, mining organizations should look into aggressively training local community members who do not possess the required skills necessary for employment within the mining sector. Furthermore, communities should be made aware of all CSR initiatives which are relevant to them through community engagement initiatives because this action will lead to attitude and behaviour changes towards the mine. Previous studies have focused mainly on how CSR initiatives contribute to brand value, customer satisfaction, brand attitude, customer retention, and customer loyalty, and on the relationship between CSR and organization performance. This study highlights the importance of CSR measures on organizational reputation and advises policymakers, the mining industry and scholars.

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Bücher zum Thema "Corporate Brand Reputation"

Stuart, Roper, Hrsg. Corporate reputation: Brand and communication. Harlow, England: Pearson, 2012.

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Corporate reputation and competitiveness. London: Routledge, 2002.

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Corporate reputation: Managing opportunities and threats. Burlington, Vermont: Ashgate Publishing Company, 2011.

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Garone, Stephen J. Managing reputation with image and brands. New York, N.Y: Conference Board, 1998.

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Mechanics of online reputation management: Repair and control your name or brand reputation online. Charleston, SC: CreateSpace, 2016.

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Myles, Glenda. Getting reputation right: A risky business. Ottawa, ON: Conference Board of Canada, 2003.

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1939-, Haywood Roger, und Chartered Institute of Marketing, Hrsg. Corporate reputation, the brand & the bottom line: Powerful proven communication strategies for maximizing value. 3. Aufl. London: Kogan Page, 2005.

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Marconi, Joe. Reputation marketing : building and sustaining your organization's greatest asset. Chicago, IL: McGraw-Hill, 2001.

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Association, American Marketing, Hrsg. Reputation marketing : building and sustaining your organization's greatest asset. New York: McGraw-Hill, 2002.

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Corporate reputations: Strategies for developing the corporate brand. London: Kogan Page, 1994.

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Buchteile zum Thema "Corporate Brand Reputation"

Morley, Michael. „Researching brand reputation“. In The Global Corporate Brand Book, 211–23. London: Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230239456_19.

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Vannucci, Virginia, und Eleonora Pantano. „Corporate brand image“. In Building Corporate Identity, Image and Reputation in the Digital Era, 347–62. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-16.

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Cuomo, Maria Teresa, Cinzia Genovino, Debora Tortora und Alex Giordano. „Corporate brand identity“. In Building Corporate Identity, Image and Reputation in the Digital Era, 169–80. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-8.

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Gupta, Suraksha, Dongmei Cao und Aisha Abuelmaatti. „Brand knowledge, brand community and brand engagement“. In Building Corporate Identity, Image and Reputation in the Digital Era, 444–66. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-21.

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Yousef, Waleed, und Najwa Yousef. „Islamic brand love“. In Building Corporate Identity, Image and Reputation in the Digital Era, 401–14. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-19.

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Zha, Dongmei, Pantea Foroudi, Zhongqi Jin und T. C. Melewar. „Conceptualising sensory brand experience“. In Building Corporate Identity, Image and Reputation in the Digital Era, 140–68. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-7.

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Tourky, Marwa, Pantea Foroudi und Fatma Haji Al-Zadjali. „Building and sustaining personal brand“. In Building Corporate Identity, Image and Reputation in the Digital Era, 467–86. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-22.

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Kick, Markus. „IV Corporate Brand Posts On Facebook – The Role Of Interactivity, Vividness, And Involvement“. In Selected Essays on Corporate Reputation and Social Media, 141–85. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-08837-8_4.

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Wiedmann, Klaus-Peter, Steffen Schmidt, Sascha Langner, Philipp Reiter, Levke Albertsen und Evmorfia Karampournioti. „Abstract: Magical Repute (The Explicit and Implicit Effect of Corporate Brand Reputation on Brand Attachment)“. In Creating Marketing Magic and Innovative Future Marketing Trends, 285. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_55.

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Kajalo, Sami, und Annukka Jyrämä. „The Impact of Corporate Social Responsibility and Contributions to Local Communities on Brand Identification, Corporate Reputation and Brand Loyalty“. In Marketing Challenges in a Turbulent Business Environment, 319–20. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-19428-8_83.

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Konferenzberichte zum Thema "Corporate Brand Reputation"

Spangler, Scott, Ying Chen, Larry Proctor, Ana Lelescu, Amit Behal, Bin He, Thomas D. Griffin, Anna Liu, Brad Wade und Trevor Davis. „COBRA - Mining Web for Corporate Brand and Reputation Analysis“. In IEEE/WIC/ACM International Conference on Web Intelligence (WI'07). IEEE, 2007. http://dx.doi.org/10.1109/wi.2007.32.

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Feng, Xiaodong, und Yang Zhao. „The Influence of Corporate Reputation on Consumer Brand Loyalty in Caused-Related Marketing“. In 2018 5th International Conference on Industrial Economics System and Industrial Security Engineering (IEIS). IEEE, 2018. http://dx.doi.org/10.1109/ieis.2018.8597826.

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Yonggui Wang. „Brand Equity and CRM: The Dual Roles of Corporate Reputation in Chinese Context“. In 2006 IEEE International Conference on Service Operations and Logistics, and Informatics. IEEE, 2006. http://dx.doi.org/10.1109/soli.2006.234913.

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Wang, Yonggui, Jay Kandampully und Guicheng Shi. „Brand Equity and CRM: The Dual Roles of Corporate Reputation in Chinese Context“. In 2006 IEEE International Conference on Service Operations and Logistics, and Informatics. IEEE, 2006. http://dx.doi.org/10.1109/soli.2006.329012.

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Abdullah, T., und P. Budiman. „The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation“. In Proceedings of The 1st Workshop Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification, Medan Indonesia, 26th January 2019, WOMELA-GG. EAI, 2019. http://dx.doi.org/10.4108/eai.26-1-2019.2283201.

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Bryukhova, Olga. „The Formation of an Attractive HR-Brand of a Transport Company's Target Audience of 'Young People'“. In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-60.

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The article is dedicated to studying the HR-brand of a vehicle company, and seeks ways to improve it further. Theoretical and methodological aspects of shaping the image of an organisation as an employer are now widely reflected in the works of domestic and foreign researchers in the field of human resource management. However, the applied aspects of branding in relation to specific employers from different sectors of the economy remain relevant for the study. The practical interest of the company in question is due to the high turnover rate (15%) and the shortage of young workers. For the purpose of studying the formed corporate HR-brand, the author uses an analysis of local regulations on staff management, employee questionnaires, the assessment of the employer’s value proposition, a reputational audit of the company regarding the Internet environment, etc. The analysis of the internal and external image of the employer concludes that the attractiveness of the HR brand of the enterprise among the target audience ‘young people’ needs to be improved. The successful achievement of this goal is possible through the introduction of career management practices, organising participation in professional competitions; for young promising employees already in the company, developing and implementing a preliminary programme and promoting the company on social media: for potential candidates. Forming an attractive HR brand for young people based on the implementation of a value proposition that takes into account the specifics of this target audience, using new channels and formats to promote the employer brand externally, including in the online environment, will optimise staff turnover, attract and retain talented young people and strengthen the company’s position in the market.

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