Perspectives on Corporate Reputation and Reputation Transfer

  • Christine Falkenreck
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

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.

CR can be broadly defined as a set of collectively held beliefs about a company’s ability to satisfy the interests of its various stakeholders. Bromley (1993) points out that the word reputation has a variety of meanings. Recent studies on corporate reputation have emphasized the plurality of perceptions and representations around a company,...


Stakeholder Group National Culture Brand Equity Corporate Reputation Relationship Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

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