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Corporate Reputation als optimale Steuerungsgröße für die Unternehmenskommunikation

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Handbuch Controlling der Kommunikation

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Zusammenfassung

Vertrauen ist die Grundlage für positive Verhaltensweisen sämtlicher Anspruchsgruppen gegenüber dem Unternehmen; und Reputation ist der zentrale Vorläufer von Vertrauen. Reputation signalisiert Konsumenten Qualität und liefert eine Entscheidungsgrundlage, (potenzielle) Mitarbeiter fühlen sich durch sie angezogen und Investoren schließen von Reputation auf finanziellen Erfolg.

Demzufolge ist Reputation höchst erfolgsrelevant. Indem sie als Erfolgsgröße für die Unternehmenskommunikation genutzt wird, kann gezieltes Vertrauensmanagement betrieben werden.

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Notes

  1. 1.

    Diese Annahme ist nicht unkritisch, denn bei klassischen Low-Involvement- oder Impulskäufen kommt es zur Einstellungsbildung häufig erst nach dem Kauf/Konsum (Kroeber-Riel und Gröppel-Klein 2013).

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  1. Institut für Marktorientierte Unternehmensführung, Ludwig-Maximilians-Universität München, Kaulbachstr. 45, 80539, München, Deutschland

    Manfred Schwaiger, Johanna Eberhardt & Sarah Mahr

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    Tobias Langner

  3. Universität Basel, Basel, Switzerland

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Schwaiger, M., Eberhardt, J., Mahr, S. (2016). Corporate Reputation als optimale Steuerungsgröße für die Unternehmenskommunikation. In: Esch, FR., Langner, T., Bruhn, M. (eds) Handbuch Controlling der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3857-2_3

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