Dissertationen: „Corporate Brand Reputation“

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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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Aasberg, Pipirs Julius, und Christoffer Carlsson. „USING BRAND MANAGEMENT TO ESTABLISH NETWORK RELATIONS : How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context“. Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29225.

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Title: Using Brand management to establish network relations: How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context Authors: Aasberg Pipirs Julius & Carlsson Christoffer Level: Master thesis, 30hp Keywords: Brand management, SME, Legitimacy, Corporate reputation, Network relations Background: Given the crucial role SMEs play in the modern society it is vital that knowledge is evolved that can be used to support and grow these businesses. Using brand management practices SMEs could establish and develop corporate reputation and legitimacy in network relations, which could result in higher chances of long-term survival in a B2B context. Research Question: How does working with brand management among SMEs establish, and develop, corporate reputation and legitimacy, and how do these three concepts affect the process of establishing network relations in a B2B context? Purpose: The purpose of this study is to first investigate how SMEs, in a B2B context, work with brand management and how this can establish and develop corporate reputation and legitimacy. Finally the authors wants to see how these three concepts affect the process of establishing network relations. Method: Based on an abductive research approach, a qualitative research method will be used to study six Swedish SMEs that operate in a B2B context. Primary data will be based on semi-structured interviews with managers at each company. Theoretical Framework: The current literature concerning SME brand management is presented followed by its linkages towards establishing and developing corporate reputation and legitimacy. Finally previous research concerning, the process of establishing network relations among SMEs, its relevance for SMEs, and how brand management, corporate reputation, and legitimacy could affect this process, is presented. Findings & Conclusions: Brand management offers SMEs the tools to communicate and interact with various types of stakeholders, which connects the organization to its external and internal environment. By combining this tool with a dedication of always performing above expectations, SMEs stands to efficiently establish and develop corporate reputation and legitimacy. These two constructs essentially acts as the foundation of that which network relations are built upon.

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Waddington, Andrew John. „Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company“. Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.

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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.

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Cheng, Wen-Hsin. „Effects of internal information cues on perceived source credibility and attitude an analysis of corporate reputation, brand familiarity, and consumer expertise /“. [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0025066.

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Ramström, Erik, und Viktoria Svensson. „Relationskvalitet i fastighetsmäklarbranschen“. Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14421.

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Den här studien demonstrerar vilka effekter en säljares kompetens, serviceprestation och etiska beteende har på relationskvaliteten till kunder inom fastighetsmäklarbranschen, samt vilka effekter ett företagets rykte och prestation har på relationskvaliteten till kunder i fastighetsmäklarbranschen. Undersökningen genomförs för att få en förståelse för hur relationerna fördelar sig på företagen och försäljarna. Med en kvalitativ metod har undersökningen gjorts i form av intervjuer, med tio stycken kunder som har sålt deras bostäder inom de senaste två åren. Resultatet visade att kunderna har starkare relation till fastighetsmäklarna än till företagen. De flesta kunderna har inte upplevt någon relation alls till företagen, när kunderna står inför att sälja sin bostad, väljer de oftast fastighetsmäklaren oberoende av vilket företag dessa arbetar för. Den starkaste komponenten för att stärka relationskvaliteten till kunderna har visat sig vara säljarens serviceprestation.
This study demonstrates the effects of salesperson expertise, service performance and ethical behavior on relationship quality to customers in the real estate brokerage industry, and the impact corporate reputation and corporate performance have on relationship quality to customers in the real estate brokerage industry. The survey was conducted to gain an understanding of how relationships are divided into companies and salespersons. With a qualitative approach, the examination has been made by interviewing ten customers who have sold their properties within the last two years. The results showed that customers have stronger relationship with the real estate agents than with the companies. Most customers have not experienced any relation at all to the company, when the customers face to sell their properties, they usually choose the real estate agent regardless of which company they work for. The strongest component to enhance the relationship quality to customers has proven to be the seller's service performance.

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Cegalini, Vinicius Lordello. „Dimensões e atributos que compõem a reputação de entidades esportivas brasileiras“. Universidade Nove de Julho, 2017. http://bibliotecatede.uninove.br/handle/tede/1679.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-06-21T15:03:14Z No. of bitstreams: 1 Vinicius Lordello Cegalini.pdf: 1426909 bytes, checksum: b107789da5bcdbb3cbe56e8ae0cbecd9 (MD5)
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To establish a profile committed to its public should be the premise of a sports organization. The club and its athletes should join a community of people and entities that share the same purposes. Understanding how is (or is not) the reputation management of a club, it gets less thorny the search to attract talent, resources, partners and, just as important, new admirers. Sport organizations are already assimilating what is best in other market practices. As in the corporate world, the sport has been working the Reputation concepts, even though they know it. It is crucial to understand, however, if has been working properly and, consequently, it is attentive to the aspects suitable for the construction and maintenance of good reputation. This paper, through literature in major newspapers and academic journals, seeks to understand the origin of the reputation construct, its application in the corporate world, comparing it to your link in treatments within the sport. But search, fundamental and priority mapping which are the dimensions of reputation that are relevant to the sport, as well as its main attributes. Therefore, as a methodology, we have initially a State of the Art Search on the term reputation. Approaches, the consensus points to reputation as the last of the understanding of actions and results of an organization, represented by the capacity that it has to create value for its various stakeholders. In this sense, the very reputation defines the relationship of an organization with its stakeholders. Thus, following the work, there are interviews with key stakeholders in the sport market to seek the understanding of which dimensions of reputation best apply to sport. It was observed that the reputation of concepts used in theory so restricted to the corporate environment are already a reality for sports entities because, as strategic management, the issue of management is critical to the performance observed in addition to the sports part.
Estabelecer um perfil de comprometimento com cada um de seus públicos deveria ser premissa de uma organização esportiva. O clube e seus atletas deveriam, então, integrar uma comunidade de pessoas e entidades que partilham os mesmos propósitos. Entendendo como é feita (ou se ainda não é) a gestão da reputação de um clube, fica menos espinhosa a busca para atrair talentos, recursos, parceiros e novos admiradores. As entidades esportivas já vêm assimilando o que há de melhor em outras práticas de mercado. Assim como no universo corporativo, o Esporte já trabalha os conceitos de Reputação, ainda que não se perceba. É fundamental entender, no entanto, se os tem trabalhado de forma adequada e, consequentemente, se está atento aos aspectos adequados para a construção e manutenção da boa reputação. Este trabalho, através de levantamento bibliográfico nos principais jornais e revistas acadêmicas, busca entender a origem do constructo Reputação, sua aplicação no universo corporativo, comparando-a com seu enlace nos tratamentos dentro do esporte. Mas busca, fundamental e prioritariamente, mapear quais são as dimensões da reputação que são pertinentes ao esporte, assim como seus principais atributos. Para tanto, como metodologia, temos inicialmente um Estado da Arte da pesquisa sobre o termo Reputação. Das abordagens, o consenso aponta a reputação como o entendimento do passado das ações e dos resultados de uma organização, representadas pela capacidade que esta tem para gerar valor para seus diversos stakeholders. Nesse sentido, a própria reputação define a relação de uma organização com seus stakeholders. Assim, na sequência do trabalho, que é qualitativo, de caráter exploratório e descritivo, há entrevistas com os principais stakeholders do mercado do esporte para buscar o entendimento de quais dimensões da reputação melhor se aplicam ao esporte. Foi possível perceber que os conceitos de reputação utilizados teoricamente de forma restrita ao ambiente corporativo já são uma realidade para as entidades esportivas porque, como condução estratégica, a gestão do tema é fundamental para o desempenho observado além da parte esportiva.

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Kinnwall, Adam. „The Differentiation of a Nation : The Swedish Nation Brand Management“. Thesis, Uppsala universitet, Statsvetenskapliga institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-339554.

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This paper aims to highlight how the recent developments in international relations has created a environment with increased competition between countries for attention and assets and how these changes has promoted the increased use of public diplomacy to reach out to new actors. The study will focus on the public diplomacy sub-discipline of nation branding. The paper will analyze reputation management in international relations through the lens of corporate branding. This approach will help bridge the gap between marketing and international relations and expand the analytical toolkit for public diplomacy. While many studies have focused on branding campaigns this study will focus on the brand management to see whether it is capable of creating distinction and relevance for a nation brand or national reputation. The paper aims to give an descriptive analysis of the strengths, weaknesses, opportunities and threats the Swedish reputation management faces in order to assess how the management can improve but also provide an analytical framework for researchers interested in studying reputation management. The paper will employ a qualitative method consisting of text analysis and interviews to connect the theoretical models with business practice to then present the results using a SWOT-analysis. The data gathered from the Swedish Institute serves to provide empirical data on the business conduct in relation to brand management and several indexes will be used to assess the Swedish brand. Results show that the Swedish nation brand management have adopted a wide range of methods to strengthen the distinctiveness and relevance for the Swedish brand and that the weaknesses are mostly connected to communication failures. The brand management has also good opportunities to further project a strong image of Sweden and the threats towards it are only marginal. The brand management should continue its current work while developing new methods and solutions to overcome the communication problems towards certain target groups. While the study have made contributions to understand how reputation management could be analyzed through corporate brand management, further research should look into whether a nation brand or reputation has been used as a power asset that is capable of actually acquiring global assets.

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Tischer, Sven. „The impact of critical incidents on marketing intangibles“. Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2014. http://dx.doi.org/10.18452/16966.

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Die Dissertation befasst sich mit den Folgen negativer kritischer Ereignisse und gibt Hinweise, was Manager vor und nach dem Ereignis tun könnten, um potentiell negative Effekte zu minimieren. Während sich die ersten zwei Aufsätze mit der Wirkung kritischer Ereignisse aus Sicht der Konsumenten befassen, widmen sich die Aufsätze 3 und 4 der Shareholder-Perspektive. Aufsatz 1 untersucht die Wahrnehmungsveränderungen in Folge verschiedener Ereignisse mit Hilfe des Konzepts der Markenpersönlichkeit. Die Ergebnisse des Online-Experimentes implizieren, dass die negative Wirkung von der Markenstärke, der Geschäftsbeziehung vor bzw. während des Vorfalls und der Art des Ereignisses abhängt. Aufsatz 2 analysiert, ob die Effekte auch mit Hilfe des Konzepts des kundenbasierten Markenwerts bestätigt und erweitert werden können. Zu diesem Zweck werden die Reaktionen nach Bekanntwerden derselben kritischen Ereignisse für die Markenwertdimension „Perceived quality“, „Perceived value“, „Brand personality“, „Organizational associations“, und „Loyalty“ quantifiziert. In Übereinstimmung mit den in Aufsatz 1 gewonnenen Erkenntnissen deuten die Ergebnisse darauf hin, dass sowohl ein hoher Markenwert und das anhaltende persönliche Produkterlebnis während eines kritischen Ereignisses den negativen Effekt mindert, als auch eine zwischen tatsächlichen und potentiellen Kunden differenzierende Kommunikationsstrategie im Nachgang sinnvoll sein könnte. Die Aufsätze 3 und 4 untersuchen auf Basis einer „Event study“ den Zusammenhang zwischen der Veröffentlichung von „Corporate Reputation-Rankings“ des Manager Magazins und dem Shareholder Value. Die gefundenen Ankündigungseffekte weisen darauf hin, dass, über die gezeigte Verbindung zwischen Reputation und Shareholder Value, die in Folge kritischer negativer Ereignisse resultierende Reputationsänderung durch Investoren berücksichtigt wird.
The doctoral dissertation analyzes effects of negative critical incidents and points out, what manager could do before and after an incident in order to minimize possible negative impacts. While the first two essays take a closer look at effects of critical incidents from the consumer’s point of view, the essays 3 and 4 deal with the shareholder perspective. Essay 1 examines perceptional changes in consequence of various incidents using the concept of brand personality. The results of the online experiment imply that the negative impact depends on brand strength, type of event and business relation before respectively during the incident. Essay 2 analyzes whether or not effects can be confirmed and extended using the concept of customer based brand equity. For this purpose, reactions of respondents are measured after getting exposed to the same critical incidents as in the previous essay. The reactions are quantified for brand equity dimensions such as perceived quality, perceived value, brand personality, organizational associations and loyalty. The results are in line with findings of Essay 1. They indicate, on the one hand, that high brand equity and persistent product experience during crisis reduce negative effects and, on the other hand, that a communication strategy which differs between actual and potential customers could be favorable after the incident. Using event study methodology, the Essays 3 and 4 examine the linkage between publications of corporate reputation rankings of the Manager Magazin and shareholder value. The existence of negative announcement effects indicates that investors consider a reputational loss in consequence of negative critical incidents via the observed linkage between reputation and share prices.

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Ismail, Zurina Binti. „Reputation of Malaysian car brands : comparing views of customers and dealers“. Thesis, University of Manchester, 2012. https://www.research.manchester.ac.uk/portal/en/theses/reputation-of-malaysian-car-brands-comparing-views-of-customers-and-dealers(77bfa119-5df2-446c-9e5b-6aad61894a2a).html.

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Previously, an organisation's attributes (corporate appeal, product and services, social responsibility, vision and leadership, workplace environment, and financial performance) were used as determinants of corporate reputation. In other words, corporate reputation was measured using a multidimensional single construct. However, there are arguments suggesting that, in order to obtain more accurate conclusions, an organisation's attributes need to be treated as antecedents whereby organisation's attributes are used to predict corporate reputation. Thus, this study is aimed at testing the impact of an organisation's attributes that is product, corporate personality and corporate responsibility on corporate reputation, and the mediating effect of corporate reputation in influencing stakeholders' purchase intention. Malaysia national car brands are used as a case reference for this study. Using a quantitative research approach, this study found that not all attributes contribute to positive reputation and intentions. The impact of each attribute varies across different stakeholder groups and across brands. Using a sample of 419 automobile customers and 300 Malaysia national car dealers, this study shows that only corporate personality has a positive and significant influence on corporate reputation and it is consistent across both groups and brands. Corporate responsibility, on the other hand, is found to have a positive influence on corporate reputation assessed by customers, but is not significant for dealers. The effect of customers' and dealers' satisfaction on the products is rather mixed. Results from this study provide empirical evidence that reputation should not be measured using a multidimensional single construct in order to draw a more accurate conclusion. This study also contributes to practice as it provides a distinct view for corporations to establish good rapport and to assist in developing effective strategies for the relevant groups of stakeholders. Recommendations are also discussed to provide focus for future research.

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Kwon, Winston. „Reputational objects : a critical re-evaluation of corporate brand management“. Thesis, Lancaster University, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.658014.

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Corporate reputation management - or brand management as it is often referred to - has been widely seen as an activity that can add value for an organization and its stakeholders through the creation of competitive advantage. The observation that many successful organizations also have salient and positive reputations has arguably been the impetus behind the development of various approaches for the understanding and management of this social phenomenon. In this thesis, I argue that many of these extant approaches are of limited use because of their inability to reconcile theoretical insights with empirical observations of practice. Given this shortcoming, I use the ontology of critical realism to draw together a number of concepts from various branches of the social sciences including: the theory of morphogenesis, social exchange theory, naturalistic decision making, and science and technology studies to develop an alternative conceptual framework - which I have termed 'reputational objects' - to reframe our understanding of corporate brands. I then apply the reputational objects framework to empirical data collected from a depth case study of Lancaster University Management School (LUMS) - an organization in the UK higher education sector - to gain insight into the mechanisms and processes that have led to the development of this organization's current reputation. In doing so, I make the following contributions to the knowledge of corporate reputation: 1) a conceptualisation of the nature and composition of an organization's corporate reputation as a heterogeneous entity; 2) an explanation of the dynamic processes through which an organization's corporate reputation develops; 3) a contextualisation of the role of managers in the management of corporate reputation; and 4) an organizational perspective that provides insight into the role of corporate reputation in the relations between the social structures, culture and stakeholders of an organization. I conclude that the findings from this study have implications for disciplinary research in marketing, strategy and organizational theory as well as for the practice and teaching of managers.

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Palmqvist, Johan. „Which is the lesser evil? A quantitative study on reputational crises' impact on consumer based brand equity“. Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-141039.

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A brand reputation is constantly in danger of being tarnished whether it is by their owninability to meet consumers’ standard when it comes to product quality, their disregardfor ethical business, or being unlucky with the force of nature. But one crisis is seldomlike another, and neither are their effects. This study utilizes dimensions of consumerbased brand equity in order to explore how reputational crises stemming in a corporation’sown ability to produce quality goods and reputational crises stemming in corporate socialirresponsibility affect those dimensions and to see, is there a difference? The theory used based on Aaker, a marketing researcher who has come to be a prominentfigure in terms of consumer based brand equity, Brown & Dacin who are largely to creditfor making the discussion regarding different types of crises relevant, and authors whomore often than not refer to the works of the previously mentioned prominent figures. In order to find out if there is a difference in consumer reaction between corporate abilityand CSR related crises a quantitative approach where means from a population, dividedinto two groups which received similar questionnaires with the same brand but thecorporate ability or CSR crisis being the difference, were compared in order to find anypotential differences between the groups. The results from the survey were that corporate ability and CSR had a negative effect onpurchase intention while there was no difference in the magnitude of the negative effect,likewise regarding product evaluation CSR and corporate ability had a negative effectwhile there was no difference in the magnitude of the effect, and for corporate evaluationCSR had a negative effect while corporate ability had no negative effect. To elaborate onthis study, further research which includes variables such as brand loyalty while usingother types of product categories is proposed

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Bellégo, Goulwen Le. „Automotive market: does corporate brand reputation and brand authenticity lead to brand attachment?“ Master's thesis, 2016. http://hdl.handle.net/10071/13389.

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JEL Classification System : M30 - Customer, Relationship, M31 - Brand Preference, Consumer Sentiments
The evolution of the automotive market since its beginning changed drivers’ life in multiple ways. Technologies evolution allow cars manufacturers to update there models and make them continuously safer, easier to drive and respectful of the environment. The automotive market is composed of numerous manufacturers form everywhere in the world, leaded by some well-known groups as Volkswagen from Germany, Toyota from Japan, or General Motors from U.S.A. Therefore, cars companies fight hard to get more customers driving and enjoying their vehicles. In the middle of all those vehicles how do consumer behaviour is analysed by marketers to attract them into a specific brand, does corporate brand reputation or brand authenticity lead to brand attachment? Empirical evidence based on data collected from the inquiry applied to a sample composed by 327 owners and drivers of Tesla, Toyota and Volvo cars, suggests that automotive market’s customers are mostly influenced by the authenticity of the car brand rather than by its corporate reputation. Thus, customers in general tends to have more attachment toward a brand that has a good ‘level’ of authenticity. The present research adapted several variables as customer sentiment and relationship toward a brand, as well as corporate brand reputation, brand attachment and brand authenticity. Also the sample used for the inquiry was segmented following next variables: Age, Gender, Household situation, Job Position & Living Area. Considering that there are not many studies & research developed around the automotive market when brand attachment construct is used, also when three single brand are compared and analysed each others on the same scale. Thus this study aim to give new insights into the automotive market, more precisely, on how do customers get attached to a specific brand.
A evolução do mercado automotivo desde o seu início tem vindo a modificar a sua estratégia diversas vezes. A evolução tecnologias permite aos fabricantes de automóveis atualizar os seus modelos e torná-los continuamente mais seguro, fácil de conduzir e respeitador do ambiente. O mercado automóvel é composto por numerosos fabricantes em todo o mundo, liderado por alguns grupos bem conhecidos como Volkswagen da Alemanha, a Toyota do Japão, ou a General Motors dos EUA Portanto, os fabricantes de automóveis lutam arduamente para conseguir mais clientes a comprar e desfrutar de seus veículos. Neste contexto como o comportamento do consumidor é analisada pelos profissionais de marketing para atrair os consumidores para uma marca específica? A reputação da marca corporativa ou autenticidade marca leva à atração à marca? A evidência empírica com base em dados recolhidos a partir de inquérito aplicado a uma amostra composta por 327 proprietários e condutores de veículos de Tesla, Toyota e Volvo, sugere que os clientes do mercado automotivo são principalmente influenciado pela autenticidade da marca de carro e não por sua reputação corporativa. Assim, os clientes em geral tende a ter mais apego em direção a uma marca que tem um "nível" bom de autenticidade. A presente pesquisa adaptou diversas variáveis como o sentimento do cliente e relacionamento em direção a uma marca, bem como a reputação da marca corporativa, o apego à marca e autenticidade da marca. Além disso, a amostra utilizada para a pesquisa foi segmentada segundo: idade, sexo, localização do domicílio, posição no emprego e modo de vida. Considerando-se que não há muitos estudos e pesquisas desenvolvidas em torno do mercado automóvel em torno da atração à marca, bem como não se conhece outros estudos com a comparação do modelo e medidas de avaliação dos constructos em três marcas de automóvel também quando três marcas propostas, este estudo tem como como objetivo dar novas evidências sobre o mercado automóvel, mais precisamente, sobre como os clientes se sentem atraídos a uma marca específica.

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Pereira, João Pedro Lebre. „Brand reputation and crisis management: Playstation Network case study“. Master's thesis, 2012. http://hdl.handle.net/10071/5211.

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Este trabalho irá ser desenvolvido no contexto de uma tese de mestrado e será um estudo de caso acerca da Playstation Network, um serviço de jogos multijogadores online e de entrega de media digital da Sony Computer Entertainment, inc. destinado a ser usado na consola Playstation 3 e também na Playstation Portable. Este trabalho irá focar-se nos Estados Unidos da América, pois este é o país melhor representado na Playstation Network com mais de 30 milhões de utilizadores (Sony, 2010) e é também o país com mais estudos e informação acerca do mercado dos videojogos. A Playstation Network foi lançada no dia 10 de Novembro de 2006, ao mesmo tempo que a Playstation 3 no Japão. Desde então tem tido sucesso e hoje a rede tem aproximadamente 130 servidores, 50 programas de software e 77 milhões de utilizadores registados (Sony, 2011). Este estudo de caso irá centrar-se no encerramento deste serviço por 26 dias, desde o dia 20 de Abril de 2011até ao dia 15 de Maio de 2011, devido a um ataque externo à rede que resultou no comprometimento da informação pessoal dos utilizadores guardada nos servidores. Este ataque teve impacto não só nas marcas Sony e Playstation, especialmente na sua reputação entre os consumidores, mas também na indústria online, já que este ataque expôs os problemas que podem existir na segurança relativamente à informação pessoal. Neste trabalho iremos explicar o problema e o que aconteceu à Playstation Network. Iremos também olhar para as marcas envolvidas e fazer uma revisão de literatura sobre relações públicas, gestão de marcas, reputação de marcas, gestão de crises e privacidade online. Iremos também analisar as ações da Sony em reação a este evento e como poderia ter gerido esta situação de crise melhor.
This work will be developed in the context of a marketing master thesis and it will be a Case Study concerning the Playstation Network, an online multiplayer gaming and digital media delivery service provided by Sony Computer Entertainment, inc. for use with Sony’s home console, the Playstation 3 and its handheld, the Playstation Portable. The scope of this work will be in the United States as it is the best represented country on the Playstation Network with more than 30 million users (Sony, 2011) and it is also the country with more studies and information regarding the video games market. Playstation Network was launched in November 10, 2006, along with the Playstation 3 launch in Japan. Since then it has had a great success and today it consists of approximately 130 servers, 50 software programs and 77 million registered accounts (Sony, 2011). This Case Study regards the shutdown of this service for 26 days, from April 20 to May 15 (2011), due to an external attack to the network that resulted in the compromise of the personal information of the users stored on the servers. This attack had an impact not only on the Sony and Playstation brands, particularly in their reputation among consumers, but also on the online business industry, since this attack brought to light the problem of personal information security. In this work, we will explain the problem and what happened to the Playstation Network. We will also look into all the brands involved and do a literature review on public relations, brand management, brand reputation, crisis management and online privacy. We will also analyze what Sony did in reaction to this event and how it could have better managed this crisis situation.

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Le, Roux Christelle. „An assessment of the role of corporate brand identity in corporate brand image formation“. Thesis, 2013. http://hdl.handle.net/10500/9847.

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This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results.
Communication Science
D. Litt. et Phil. (Communication)

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Ching-Hsing, Lin, und 林靜幸. „A Study on the Relationship Among Corporate Social Responsibility, Corporate Reputation and Brand Loyalty：Evidence from Fast-Food Industry“. Thesis, 2014. http://ndltd.ncl.edu.tw/handle/rmn7u2.

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碩士
大葉大學
管理學院碩士在職專班
103
This study investigates the relationship among corporate social responsibility (CSR hereafter), corporate reputation and brand loyalty. The research acquired 399 effective questionnaires distributed to fast-food restaurant customers in Taiwan. The results indicate that higher the CSR performance perceived, the higher the reputation of the restaurant, which contributes higher brand loyalty of customers. Furthermore, this study also finds the mediating effect of corporate reputation between CSR and brand loyalty, implying that as long as CSR performance brings positive reputation to the fast-food restaurants, corporate reputation, as a mediator, has positive effects on their brand loyalty. The findings encourage the fast-food restaurants to fulfill CSR.

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Alves, Ana Sofia Sebastião. „Corporate social responsability in advergames: adjusting communication to the kids of today: Effects on brand reputation, brand identification, brand preferences and purchase intention“. Master's thesis, 2016. http://hdl.handle.net/10362/17195.

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Field lab: Consumer insights
This research aims to understand the impact of Corporate Social Responsibility (CSR) initiatives, in particular on the topic of environment, through advergames directed to children. The experiment measures the impact on the brand dimensions, and also on children’s attitude towards the environment; with brand familiarity and cause-brand fit as moderators. A total of 124 children aged 7 to 9 years participated in the experiment and were randomly assigned to one of three groups. In two of the groups children either played the game “Save the Planet” or a similar game not related to the environment. A third group did not play any game, only answered a structured questionnaire concerning all four advertised brands. Results showed no significant differences of playing a CSR advergame, except for unfamiliar brands perceived as healthy, where it can reduce the difference in scores between familiar and unfamiliar brands. Overall, playing a game, no matter the topic of the game, had a positive impact on the brand’s dimensions, which was stronger for unfamiliar brands; leading to a competitive advantage over other competing brands with no advergame.

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Tsou, Yu-Chin, und 鄒侑芩. „An Investigation of the Relationship between Brand-centered HRM and Brand Citizenship Behavior: The Effects of Intention to Stay, Corporate Reputation and Brand Commitment“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/66ab2c.

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CHUANG, CHENG-LIN, und 莊政霖. „The Influence of Media Coverage on new product performance – Brand Equity and Corporate Reputation as Moderators“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/q3r95c.

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碩士
國立高雄應用科技大學
企業管理系
105
This paper explores the influence of media coverage on new product performance by using regression analysis in order to explore the impact of abnormal stock returns on new products declared by listed companies in 2010 to 2015. To add brand equity and the corporate reputation is the disturbance variable, and further examines the effect of the disturbance variable on the abnormal payoff between the media exposure and the new product performance. The empirical results show that the new product announcement will create a positive market value for the company, the degree of corporate media exposure to the new product performance is a positive impact, followed by brand equity and corporate reputation for media exposure and new product performance interference effect all positive enhancement.

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Ting-YuTsao und 曹廷玉. „The Influence of Cause-Related Marketing and Corporate Reputation on Brand Image,Customer Trust, and Customer Loyalty“. Thesis, 2011. http://ndltd.ncl.edu.tw/handle/41520193149200112676.

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Lin, Cheng-Han, und 林承翰. „A study of the Relationships of Fit among Prolocutor Image, Brand Image, Corporate Reputation and Purchase Intention“. Thesis, 2016. http://ndltd.ncl.edu.tw/handle/d4katj.

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碩士
義守大學
管理碩博士班
104
Recent years, in the situation of economic and work stably growth, Government have being energetically promoting the Sport Policy and impact to nowadays not only youth but also different ages of people have increase their concern about the activities other than works, made sport become a part of their life and so, sport become one of the profitable business market. Follow by the society atmosphere transform, the function of sporty products have design to be more blend in to our daily life, so in this research is to investigate with survey and experimentally to prove that the relationship of fit among prolocutor image, brand image, corporate reputation and purchase intention, in this highly competitive market environment. The result of this research: 1. The corporate reputation will equally rise with the prolocutor image. 2. The corporate reputation will equally rise with the brand image. 3. The brand image will equally rise with the prolocutor image. 4. The lower differentiation between prolocutor image and corporate reputation will raise the purchase intention. 5. The lower differentiation between prolocutor image and brand image will raise the purchase intention. Final, recommendations, as well as limitations of this study are presented based on the empirical result.

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Shiao, Mao-sung, und 蕭茂松. „The Effects of Corporate Reputation, Brand Experience, Service Quality and Customer Satisfaction on Brand Loyalty：A Study of Non-Life Insurance Companies in Taiwan“. Thesis, 2011. http://ndltd.ncl.edu.tw/handle/40817779816270083398.

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碩士
東吳大學
企業管理學系
99
Abstract Corporate reputation has become a significant channel for developing relationship with its customers in the financial services industry. Service is invisible, so many scholars have proposed the concept of brand experience, encouraging customers to experience, feel, think, action, and then to associate with the corporate brand. Many recent studies have revealed that during the process of service delivery, brand image has great influence on customers’ purchase decision, customer loyalty, and customer willingness to re-purchase. However, very few scholars have studied the variables regarding the influence of property insurance brand experience and corporate reputation on customer satisfaction and loyalty. The researcher took business property insurance products of the property insurance industry in Taiwan as an example, and designed a complete study model to investigate the relationship among corporation reputation, service quality, brand experience, customer satisfaction and customer loyalty, and the involvement interference effects. The study subjects were customers in Taipei, Taichung, and Tainan who arranged insurance cover, and six hundred and eighty four valid questionnaires were collected. After the analysis, it has found that brand experience can influence customer satisfaction and customer loyalty. Furthermore, in consideration of customer loyalty, the mediating effects of brand experience are stronger than those of customer satisfaction, which shows that brand experience is a significant intervening variable. In addition, when it comes to the influence of corporate reputation on customer loyalty, customer satisfaction is a significant mediator. And the study result also shows that the level of involvement will influence customer satisfaction and customer loyalty because of the duration of service time and the strength of brand experience. In the final part of this study, study results, study restriction, and suggestions for future studies are proposed. Keywords: Corporate Reputation, Brand Experience, Service Quality, Customer Satisfaction, Customer Loyalty.

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Tsai, Ming-cheng, und 蔡明錚. „Reciprocal Effects of the Corporate Reputation and Store Brand Attitude: Investigating Costco''s Stores in Taiwan“. Thesis, 2015. http://ndltd.ncl.edu.tw/handle/ng32y4.

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碩士
國立高雄第一科技大學
行銷與流通管理研究所
103
Recently, consuming pattern had changed by the economical growing of Taiwan. Moreover, the information explosion not only makes the market of retail business changes fast but affects the store royalty of consumers. Therefore, how to increase the store royalty becomes an important issue for retailer. For this purpose, the store brand model products which not only high quality but low price had been developed by retailers. On other hand, the retailers try to enhance the corporate reputation via public welfare activities and employee welfare policies. 　　This thesis chooses COSTCO, one of the highest growing rate retailers in Taiwan, as the research object. In order to understand the factors of store royalty more, we explored store equity, store attribute perception, corporate reputation and store brand attitude respectively. The research distributed 756 questionnaires and collected 604 valid questionnaires and proceeds snowball sample with paper work questionnaire, and chooses consumers who have consuming experience in COSTCO as our sample to make this research representative. 　　According to the research result, the store equity will affect store brands attitude positively and the store attribute perception will affect corporate reputation positively. Furthermore, not only the reciprocal effect between the corporate reputation and store brand attitude had been demonstrated, but found the corporate reputation and store brand attitude will affect store loyalty positively. Therefore, retailer should use reciprocal effects to make synergy.

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Yen, Yu-Chiao, und 顏于喬. „The relationship between the corporate reputation of distributor and consumer purchase intention to private brand: An example of organic product“. Thesis, 2016. http://ndltd.ncl.edu.tw/handle/49455300238078523147.

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33

Victorino, Mariana Hidalgo Barata Martins. „The impact of social media in crisis communication management of corporate brands“. Doctoral thesis, 2015. http://hdl.handle.net/10400.14/20503.

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This research focuses on the impact of social media in crisis communication management, in light of the new environment in which organizations have to manage threats to their corporate brands’ reputation. Driven by a twenty-year experience in corporate communication, as well as by our knowledge of the existing theories and research in this field, we set out to question the extent to which the speed and reach that social media impose on communication are having an impact in the management of crisis communication. Adopting an interpretivist approach, this thesis will be addressing the field of crisis communication management from the perspective of the corporate brand with specific emphasis on the consequences that a crisis situation may have on its reputation. The main objective of this research is therefore to understand how the changes brought about by the onset and dominance of social media are influencing organizations in their definition of specific methodologies to manage crisis communication; and whether social media is having a catalytic effect on the management of issues that may damage the corporate brands’ reputation. Grounded on the theoretical framework provided by the study of existing literature in the fields of corporate brand, corporate brand reputation, corporate brand communication, crisis communication, and social media, our research will combine different empirical methods of a qualitative nature in order to attain a broader understanding of the profound changes brought by social media to crisis communication management. For this purpose, we started by conducting a set of interviews with qualified specialists from Academia in the fields of corporate communication, reputation, and crisis communication, which assisted us in defining the scope of the research field and the relevance of the object to be investigated, as well as to validate our conclusions. However, the core of our empirical work is based on eighteen in-depth interviews with corporate communication managers of large corporations operating in Portugal. To complement the output of the interviews, we explored two specific crisis situations for their unique significance: the first crisis communication case to have arisen on Facebook in Portugal, affecting a corporate brand’s reputation; and an internal perspective on the crisis situation triggered by social media that led to the cancelation of the Facebook page of the most important energy company in Portugal. We complemented this analysis with inputs from secondary sources about the impact of social media in crisis communication management. An interpretivist analysis of the results allowed to conclude that there are significant changes in top management’s mindset and approach to crisis communication towards a more open and transparent attitude in face of these situations. However, although organizations claim to have structured methodologies in place to manage crisis communication and to have incorporated social media into their communication strategy, most of them have not yet implemented updated crisis communication management procedures. Based on the unanimous views from both experts and communication managers we confirmed that social media is having a catalytic role on organizations’ approach to crisis communication management of the corporate brand. The fact that most organizations feel uncomfortable with the lack of control and the uncertainty that social media entails, coupled with a broader range of threats brought by this media, is not only increasing their awareness of the need to manage their reputation effectively, but also also reshaping top management’s outlook on this field. This research process led us to the definition of the determining variables for corporate brands’ crisis communication management in the era of social media, as well as to the complementing of the existing SMCC (Social Mediated Crisis Communication) model developed by Jin, Liu and Austin in 2011. This model was is intended to help crisis managers understand how the public produces, consumes, and shares crisis information via social media. The field of crisis communication involves complex issues that organizations would rather keep silent or very restricted in view of the potential negative impact they may have on their reputation. It is therefore a challenging field of research for whose progression we aspire to contribute.

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Chen, Yu-Hua, und 陳玉樺. „A Study of the Subseuqent Impact of Cause-Corporate Brand Alliances on the Both Partners’ Image, Reputation, and Corporate Servive Quality－The case of the Tourist Amusement Industry in Taiwan“. Thesis, 2009. http://ndltd.ncl.edu.tw/handle/zn9x2v.

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碩士
國立勤益科技大學
企業管理系
97
Over the past decade, cause-related marketing (CRM) has become a popular and unique promotional tool for branding. There are many cause-related marketing cases in Taiwan now and becoming popular. The use of CRM as a marketing platform, which not only can increase the financial gains, but only can enhance the company’s reputation and image of bearing social responsibility. Because of the lack of related research, this study will focus on the tourist Amusement Industry to conduct our research. Therefore, in this study, the author, referring to Simonin and Ruth (1998) and Lafferty et al. (2004)’s CBA model, investigate the effect of prior image (reputation) of the corporate brand (cause) and brand fit on the alliance, as well as on the new image (reputation) that are formed toward both partners as a consequence of the alliance cited in Lafferty et al. (2004)’ study. This study further measures the effect of alliances on service quality in the service industry, specifically the tourism industry in Taiwan. In addition, this study employs gender, consumer social responsibility, and consumer demographic and psychographic traits as moderators in its conceptual model. The research results indicated that a corporation and cause alliance can improve the image of the corporation and the reputation of the cause. And, when a corporation employs CRM to enrich or mold its brand image, it is well advised to select a non-profit organization that projects an image that is closely compatible with its own image or missions. This strategy will help improve consumers’ attitudes toward the cause-corporate brand alliance and, hence, the CCBA’s chances of campaign success. This study also shows that pre-cause reputation has a positive and significant effect on consumers’ attitudes toward the CCBA. When consumers have more favorable impression of the goodwill and reputation of the cause in a CCBA, they tend to affirm and support the CRM campaign sponsored by the corporation and also to accord higher marks to the service quality of the corporation. And through paired-sample tests, both image of the company and reputation of the cause will all be enhanced after this alliance. Thus, the causal path from pre-image of the corporate brand to attitudes toward the cause-corporate brand alliance is not supported. The reason could be that the corporate brand’s images of its own consumers occupy a certain amount, so regardless of whether to engage in CRM campaign or not, the image will not be affected. In this study, the moderating effects of gender clearly indicate that females’ attitudes toward CCBA have a higher positive effect on their perception of post-corporate brand image, post-cause reputation, and corporate service quality than those of males. Obviously, gender differences will influence the extent to which consumers support cause-related marketing (Berger et al., 1996). Additionally, the moderating effect of CNSR on the relationships in this study’s model is validated only on one path: the effect of attitudes toward CCBA on post-reputation of the cause. The positive relationship between attitudes toward the CCBA and post-reputation of the cause is strengthened by consumers with greater social responsibility.

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Чукреев, В. А., und V. A. Chukreev. „Разработка методики оценки репутации промышленного предприятия : магистерская диссертация“. Master's thesis, 2017. http://hdl.handle.net/10995/50428.

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Усиление кризисных явлений в российской экономике актуализирует необходимость контроля изменений динамики позиций предприятия. С количественной стороны это позволяют сделать финансово-экономические инструменты. Методики качественной оценки того, как воспринимается предприятие, какова его позиция в сознании представителей внешней среды недостаточно унифицированы и проработаны, а соответственно и не применяются на большинстве предприятий.
Strengthening crisis phenomena in the Russian economy actualizes the need to monitor changes in the dynamics of the company's positions. From a quantitative point of view, it is possible to make financial and economic instruments. The methods of qualitative assessment of how the enterprise is perceived, what its position in the minds of the representatives of the external environment is not sufficiently harmonized and elaborated, and accordingly they are not applied at most enterprises.

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Comporta, Ana. „A influência da avaliação da comunicação da marca na formação da reputação corporativa: a visão dos clientes empresariais“. Doctoral thesis, 2015. http://hdl.handle.net/10071/8870.

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A literatura no âmbito da reputação corporativa designa a comunicação da marca como antecedente da reputação. Apesar disso são raros os estudos realizados para avaliar esta realidade. A nossa investigação teve como objetivo principal avaliar os antecedentes da reputação corporativa no âmbito da avaliação da comunicação da marca pelos clientes em contexto empresarial (B2B). Avaliou-se igualmente a associação das variáveis de resultado na relação com os clientes, confiança e lealdade à marca, como consequentes da reputação corporativa. A metodologia adotada passou pela realização de um estudo exploratório e de um inquérito quantitativo. A realização do estudo exploratório teve por objetivo obter maior conhecimento das variáveis de comunicação de marca a avaliar no contexto da nossa investigação e para construção de uma escala para medir o constructo avaliação da comunicação da marca. O inquérito quantitativo foi aplicado via web a clientes empresariais de uma empresa de serviços nacional, líder no setor postal, tendo-se obtido uma amostra de 345 respondentes. As principais análises estatísticas tiveram por base os modelos de equações estruturais, com recurso ao software Amos. Os resultados confirmam que a escala desenvolvida e aplicada na presente investigação se adequa no contexto do estudo. Verificou-se ainda que das dimensões da avaliação da comunicação de marca, a avaliação da comunicação integrada de marketing é a dimensão que maior peso tem na formação da reputação corporativa. Posteriormente o modelo confirmou que a comunicação da marca é uma antecedente da reputação e que a confiança e a lealdade à marca são consequentes da reputação.
Literature in corporate communication and reputation field area indicates brand communication as antecedent of reputation, but only a few empirical studies have been done to evaluate this reality. The main goal of this research was the evaluation of corporate reputation antecedents to capture customer´s perceptions about brand communication in a B2B context. We also analyzed the association between outcome variables, trust and brand loyalty, with corporate reputation. The methodology began by performing an exploratory study and a quantitative survey. The exploratory study was done aiming to a better knowledge of brand communication variables and how can they be assessed in the context of our research and also the construction of a scale, designed by the authors, to measure the construct brand communication evaluation. Data was collected through a quantitative on-line survey resulting in a sample of 345 customers. Data analysis was conducted using the structural equation modelling technique (SEM), done with the use of software Amos. Our results demonstrating that the scale developed and applied in this research fits in the context of this study and support that brand communication influences corporate reputation. Moreover, we have discovered that there are two dimensions to evaluate brand communication, being integrated marketing communication evaluation the dimension that has a major influence in corporate reputation. The results also confirm the trust and loyalty as consequent variables of corporate reputation. Implications of these findings for marketing and communication researchers and managers are presented and future research recommendations are provided.

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Pires, Pedro Filipe Silva. „Good match: consumer perception of company-cause fit in corporate social initiatives of psi-20 corporate brands“. Master's thesis, 2010. http://hdl.handle.net/10071/3613.

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Esta investigação enquadra-se no âmbito da Responsabilidade Social Corporativa com o tema do Alinhamento entre Empresa e Causa das empresas do PSI-20 nas iniciativas sociais corporativas. Assim, caracterizou-se esse alinhamento e analisaram-se os factores que o influenciam. Para responder aos objectivos de investigação realizou-se um inquérito por questionário assente numa amostra por conveniência de 283 consumidores Portugueses, entre os 18 e os 64 anos, residentes na Grande Lisboa e no Grande Porto. Os resultados demonstram que o Tipo de Causa é factor influenciador do alinhamento entre Empresa e Causa e factor influenciador do alinhamento entre Sector e Empresa. Nas características do Consumidor (Cliente, Geração Millennial e Género), os resultados dos testes de hipótese não comprovaram a relação com o Alinhamento entre Empresa e Causa ou com o Alinhamento entre Sector e Causa em qualquer uma delas. Foram parcialmente comprovadas a correlação positiva entre o Alinhamento entre Sector e Causa e o Alinhamento entre Empresa e Causa, a relação entre a Identificação do Consumidor com a Causa e o Alinhamento entre Empresa e Causa e a relação entre a Identificação do Consumidor com a Causa e o Alinhamento entre Sector e Causa. Finalmente, não se comprovou a correlação positiva entre o Alinhamento entre Causa e Empresa e a Reputação da Empresa via RSE. Conclui-se que o Tipo de Causa é importante na tomada de decisão sobre iniciativas sociais corporativas e que deve ser seleccionado em função do Alinhamento entre Empresa e Causa.
This study fits in the extent of Corporate Social Responsibility, and it is about Company- Cause Fit of social corporate initiatives of 10 PSI-20 companies. In order to better understand the construct of Company-Cause Fit, a full description of the concept (10 causes pre-determined and 10 companies) was made and the factors influencing that alignment were analyzed (Company, Cause and Consumer characteristics). In order to achieve the investigation goals a structured questionnaire was delivered through a sample of 283 Portuguese consumers living in Lisbon and Porto with ages between 18 and 64 years old. Concerning the Cause’s characteristics, the results demonstrate that the Cause’s Type is an influencer of Company-Cause fit and an influencer of Sector Cause fit. In spite of that, when consider the Consumer characteristics (Client, Millennial Generation and Gender) the tests do not prove the relation with Company-cause fit. On the other hand, partial proof was achieved concerning the correlation between Company-cause fit and Sector-cause fit, between Cause relevance to the Consumer and Company-cause fit and between Cause relevance to the Consumer and Sector cause fit. Lastly, the positive correlation between Company-cause fit and Company Reputation through Corporate Social Responsibility was not confirmed. This investigation concludes that the decision of which Type of cause to choose is an important one when a Company develops corporate social initiatives and that it should be oriented to manage Company-cause fit (an exploratory decision making support instrument is proposed – the Good Match analysis).

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