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2010 | OriginalPaper | Buchkapitel

3. Perspectives on Corporate Reputation and Reputation Transfer

verfasst von : Dr. Christine Falkenreck

Erschienen in: Reputation Transfer to Enter New B-to-B Markets

Verlag: Physica-Verlag HD

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Research on reputation refers to the perceptions of a company by its stakeholders, how a company may manage these perceptions, and the effect these perceptions have on the company and its performance (Carter and Deephouse 1999). This chapter focuses on specific definitions of CR and argues the feasibility and sense (or non-sense) of a standardized construct of reputation. Different types of CR measures and the relevance of direct marketing to build CR in a B-to-B context are discussed. The author introduces the method of reputation transfer, before building a bridge between reputation, reputation transfer and different concepts of culture. …

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Vorheriges Kapitel Theoretical Framework

Nächstes Kapitel Development of Constructs and Related Hypotheses

For recent stakeholder-specific studies, see, e.g., Wright and Fill (2001), Helm (2007), and Rindova et al. (2005). For a cross-stakeholder approach, see, e.g., Ravasi and Fombrun (2004), Rabe (2005), and Carter and Deephouse (1999).

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Titel: Perspectives on Corporate Reputation and Reputation Transfer
verfasst von: Dr. Christine Falkenreck
Verlag: Physica-Verlag HD
Buch: Reputation Transfer to Enter New B-to-B Markets
Print ISBN: 978-3-7908-2356-1

Electronic ISBN: 978-3-7908-2357-8

Copyright-Jahr: 2010
DOI: https://doi.org/10.1007/978-3-7908-2357-8_3

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