search query: @author Schwaiger, M. / total: 6
reference: 5 / 6
| Author: | Schwaiger, M. |
| Title: | Components and parameters of corporate reputation - an empirical study |
| Journal: | Schmalenbach Business Review
2004 : JAN, VOL. 56:1, p. 46-71 |
| Index terms: | Corporate image Reputation Intangible assets |
| Language: | eng |
| Abstract: | Scientific and semi-scientific publications state that (amorphous) constructs like corporate reputation may cause sustainable profits. This paper describes the state of the art in defining and measuring corporate reputation. Literature review, theory based conceptualization, and expert interviews allows developing and testing an item battery, resulting in a new measurement approach. This paper's results show that fitting a structural model is much easier if not following American literature, where reputation is supposed to be one-dimensional, but instead splitting corporate reputation into two dimensions, a cognitive component called (in this paper) competence and an affective one called (herein) sympathy. It is shown that performance aspects drive competence but dampen sympathy, whereas responsibility items have positive impact on sympathy and negative impact on competence. |
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