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Abstract: Abstract Understanding customer’s expectations regarding school reputation are essential to creating strategies to reach the satisfaction and loyalty of customers. In particular, Vietnam's secondary education system is a potential sector for researchers to invest in with the innovation in implementing public and private schools in the education system in recent years. Over the past few years, parents—as customers in the education system, are getting more and more attention to school reputation. This study aims to analyze whether the school's reputation has an impact on the satisfaction, feedback, and loyalty of Vietnamese secondary student's parents or not. The study also considers the effects of moderating variable as that is parent’s age while analyzing causal relationships above. The research was carried out in secondary schools in Vietnam, using Structural Equation Modeling (SEM) to establish and moderating effect to verify factors with 230 respondents in the surveys. The results show support for the model between school reputation and parents' satisfaction, loyalty, and feedback, as well as moderating effects of parent’s age would indicate the relationship between reputation—feedback, satisfaction—feedback, reputation—loyalty, and satisfaction—loyalty. Related findings and practical implications are explored. PubDate: 2022-05-17
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Abstract: Abstract Despite the growing research on industrial branding, there is little focus on how strong corporate reputation and perceived value influence brand satisfaction. The study's purpose is to investigate the model with constituents of corporate reputations, perceived value, brand satisfaction, and switching costs (as a moderator). This empirical study employs the structural equation model (SEM) to examine the robustness of the model. The study demonstrates the role of brand associations of corporate reputation as a competitive advantage to get business sustainability through a direct effect on perceived value and indirect effect on brand satisfaction. Meanwhile, the perceived value has a relatively more substantial direct effect on brand satisfaction than corporate reputations. Switching costs play the role of pure moderator on the link of perceived value and brand satisfaction, which strengthens the relationship positively; on the contrary, switching costs weaken the link of corporate reputation and brand satisfaction. Therefore, this study is a base for mitigating the emotional factors of buyers' fear and anxiety towards opportunistic potency. The study provides a basis for practitioners to focus on the corporate reputation for value enhancement. The paper contributes to the industrial-branding theory about the positive moderating effect and the negative effect of switching costs on the model. PubDate: 2022-05-01
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Abstract: Abstract The effective corporate reputation management in today’s business environment requires new research approaches that are based on a combination of social, psycho-emotional, behavioral and economic theories, and practices. The company’s corporate reputation is formed in retrospect and is being accumulated on the basis of thoughts and impressions due to the relationships with various contact groups. According to the theory of behavioral economics, decisions made by stakeholder are often based on cognitive biases and, as a result, are inconsistent with rational behavior. Under such conditions reputational risks may arise, as the company’s key stakeholders may not take into account the advantages of corporate reputation and its components. In this context, the methodical approach to the corporate reputation management has been proposed on the basis of the structural analysis of the dynamicity of its components. The peculiarity of the approach lies in the construction of a matrix that reflects the list of key stakeholders and main attributes of corporate reputation, the combination of which makes it possible to identify the structural components of the company’s corporate reputation. To study structural changes in the company’s corporate reputation it has been proposed to calculate such indicators: the coefficient of the structural formation of corporate reputation, the coefficient of the coordinated volatility of the corporate reputation components, the coefficient of the direction of change of the corporate reputation components. The calculation of these ratios allowed us to obtain information about the structural content of corporate reputation in the dynamics, namely, taking into account the structural components of the financial and social effects. We believe that the definition of indicators of the dynamics of the structural components of corporate reputation in the aggregate expand the method of evaluating the object of study in the dynamics and complement the information field of the reputation management in terms of behavioral theories. PubDate: 2022-05-01
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Abstract: Abstract This research investigates applicants’ preferences in employer choice to identify relevant components of employer image that are best to be communicated in employer branding. Based on the instrumental–symbolic attribute framework assumptions about the relative importance of the organizational characteristics salary, location, flexibility of working hours, task attractiveness, prestige, innovativeness, and corporate social responsibility (CSR), and their interrelations were tested in an empirical setting. Additionally, interindividual differences in career ambition were investigated as a moderating variable. To measure the actual decision behavior of N = 136 ongoing university graduates, Adaptive Choice-Based Conjoint (ACBC) Analysis was used. Based on the respondents’ preferences, the importance of each attribute was calculated and set in relation to one another. The results show that moderate attractive instrumental organization attributes form a precondition for symbolic attributes to become relevant at all. There is no evidence for a compensating relationship between instrumental and symbolic attribute classes. Career ambition shows some effects, especially on two-way interactions between instrumental and symbolic attributes. The innovative use of conjoint analysis in the instrumental–symbolic framework allowed to further investigate trade-off effects of attribute classes in the employer decision. The findings provide additional information on relevant elements of employer image and give suggestions for employer branding researchers and practitioners. PubDate: 2022-05-01
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Abstract: Abstract Public relations is essential in helping to develop, shape, maintain and manage relationships between an organisation and its publics. However, for that to occur PR must play a strategic/managerial role. It is only when the practitioner is involved in strategic management and engages in managerial activities, can PR really excel and add real value to the organisation. The present study presents findings from an investigation of the role of senior PR practitioners in the financial services sector of Ghana. It examines the roles practitioners in the FSS perform, the strategic nature of these roles, and the challenges that affect the performance of the strategic role. The research was inspired by a lack of knowledge on the specific roles performed by PR practitioners in Ghana, which affects the practice of the profession and limits scholars in the country from fully participating in the discussion on the subject. The article reviews literature on roles research from western and African perspectives and empirically analysis two key roles—technician and manager. Data were gathered utilising a one-on-one interview with 22 senior PR practitioners in the financial services sector. The study found little evidence of a separation between the technician and managerial roles. An important finding was that even though practitioners enjoyed access to senior management, they were not involved in the decision-making process. Also, they faced challenges such as lack of understanding by the management of the value of PR. The paper concludes that the lack of involvement in the decision-making process and the challenges faced limits the ability of practitioners to fully perform the strategic role. Significantly, there is a need for scholars in Ghana to examine the perceived value of PR to organisations from the perspective of senior management. The study calls for comprehensive research in this area in relation to the unique characteristic of African PR practice. PubDate: 2022-05-01
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Abstract: Abstract The purpose of this paper is to provide a model to measure government reputation applicable to municipal governments. The methodology used was in a first step Analytical Hierarchy Process (Saaty’s Algorithm), based on the literature review, interviews, and focus groups in Mexico; in a second step, Partial Least Squares was used to examine the effect of¦ the independent variables and their dimensions on the dependent variable and to make predictions. Through an evaluation in a Mexican Local Government, Uruapan, Michoacán, and the use of PLS-SEM, the dependency relationship between government reputation and government performance, ethical commitment and government communication were verified, it should be stated that the leadership of the authorities was not statistically significant through PLS-SEM. The findings of the research provide practical guidelines for local governments and authorities to improve their reputation and strength investment, tourism and social values such as legitimacy, citizen’s participation, and social capital. PubDate: 2022-05-01
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Abstract: Abstract While organizational values’ implications for firm effectiveness and employee outcomes have been studied extensively in management literature, the question of how organizational values influence marketing outcomes remains under-researched. Our research applies stakeholder theory to propose that an expanded organizational values framework is needed to account for marketing-relevant stakeholders (e.g., customers and the general public) and not solely those “inside” the firm (e.g., employees and shareholders). Using Schwartz’s human values model, the Stakeholder-organizational values framework is conceptualized and empirically explored. We use a corpus of CEO letters to examine the differential effects of firms’ emphases on Self-enhancement (e.g., corporate profitability) values versus Self-transcendence (e.g., societal benefits) values on customer satisfaction and corporate reputation. The study finds a significant relationship between firm Self-transcendence values orientation and corporate character reputation. Ultimately, the framework and original dictionary of terms provide an innovative method for assessing firms’ organizational values from a multi-stakeholder perspective. PubDate: 2022-04-11
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Abstract: Abstract This study uses the Signaling Theory to discuss the impact of signaling offenders’ hiring on corporate reputation through a parsimonious conceptual model. It is a survey of 482 respondents from a Brazilian state that, since 2010, has implemented a program to re-socialize criminals. The findings show that corporate social responsibility related to hiring vulnerable and stigmatized groups with bad reputations, such as prisoners, can foster organizations’ reputations. Furthermore, the results indicate that more than signaling offenders’ hiring using a social seal and the informational ambiguity about this corporate social responsibility activities, it is the signal credibility that most affects corporate reputation. Furthermore, it is about the efforts, investments, and resources employed to keep this organizational action and avoid employees’ adverse reactions, impacting stakeholders’ perception. PubDate: 2022-04-04
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Abstract: Abstract By applying the equity theory, organizational support theory, signaling theory, and the social exchange theory to the customer context, this study intends to investigate the antecedents and consequences of service customers’ corporate reputation evaluation by examining the direct and indirect relationships between customers’ corporate reputation evaluation, customer justice perception, customer support perception, and customer citizenship behavior. Self-administered online surveys were conducted by implementing snowball sampling among real airline customers in Turkey, and 741 valid surveys were collected. Direct and indirect relationships between the research variables were tested via structural equation modeling and bootstrapping methods. Results showed that distributive justice perception, interactional justice perception, and customer support perception positively affect customers’ corporate reputation evaluation, whereas customers’ corporate reputation evaluation positively affects customer citizenship behavior as well. Furthermore, it was found that customers’ corporate reputation evaluation has a mediation role in the relationships between distributive justice perception, interactional justice perception, customer support perception, and customer citizenship behavior. PubDate: 2022-03-24
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Abstract: Abstract Prior work suggests that employee views of corporate reputation can influence a firm’s future financial performance and that previous financial performance can also influence employee views of reputation. What is not known is which is the greater effect, or whether the virtuous circle this implies might exist, particularly in smaller firms. The aim of this paper is to test the idea of a virtuous circle linking employee views of reputation (at two levels in the organization, senior managers and front-line employees) to firm performance. Data from a survey of employees in SME Spanish accounting audit firms were used to test a model derived from theory and prior work. We find that managers’ and employees’ views of reputation are each influenced by prior financial performance, employees more indirectly via the views of their managers. The influence of managers’ views on those of employees was in turn significant. However, the influence of both on future performance was less significant, with the views of managers having the greater effect. PubDate: 2022-03-11
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Abstract: Abstract This research examines the cover images of two inflight magazines—Ulisse (Alitalia) and Blue Wings (Finnair)—as a method for airlines to manage their impression. Drawing on concept of impression management, the study focuses on the visual strategies the cover images employ in order to shape the audience’s perception of the airlines. The data consists of 90 cover images published between January 2016 and February 2020. A visual rhetorical analysis was applied to examine the visual construction of the cover images and their functions. The findings show that the cover images of Ulisse and Blue Wings employed different strategies of visual rhetoric as part of their impression management. Whereas Alitalia seemed to strive for the image of a luxury airline, Finnair endeavored to create an image of an airline for ordinary people. Theoretically, this study contributes to the current knowledge of rhetorical approach to visual impression management in corporate communications. Methodologically, the study advances the research on corporate impression management by applying an analysis of visual rhetoric. PubDate: 2022-03-04
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Abstract: Abstract Delivering valuable in-store experiences to customers has become a key concern for brands. However, current retail design practice does not yet adequately integrate this aspect. Prior research has shown that the experiential dimension of the store design is still considered post-concept development when it should be reflected upon prior to this one. The same research has also already shown which key components contribute to designing a valuable in-store experience, namely: brand, customer, offer/service, physical space, and an “unexpected factor” (referring to bringing to customers more than they expect.). However, which specific aspects of these key components should be considered from the view of practice still remains to be clarified. This paper reports on a study conducted to identify, for each component, specific topics to consider at the pre-concept phase (e.g., the analysis) in the design process of a valuable in-store experience for the fashion/ lifestyle sector. For this purpose, a qualitative interdisciplinary research approach combining marketing and retail design academic knowledge with (documented and new) insight from the field of retail design was used to draft a detailed list of topics to consider at this specific stage of the retail design process. Through a prototyping phase including again the view from the field, this list was then verified and complemented. PubDate: 2022-02-21
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Abstract: Abstract This paper aims to assess the antecedents of brand forgiveness in smartphones and mobile communications sectors. A new conceptual model postulates that past negative experiences (PNE), symbolic incongruence and ideological incompatibility positively predict brand hate, which in turn determines brand avoidance (BA), negative word of mouth (NWOM) and brand retaliation (BR). Beyond that, the model also claims that those three types of behaviours are negatively correlated with consumers’ willingness to forgive the brands with a bad reputation. An online questionnaire was answered by 208 consumers, who mentioned several mobile communications brands for which they had negative feelings, the causes for those feelings and their consequences. Brand forgiveness was higher only when consumers revealed a low BA or low NWOM. Moreover, a cluster analysis identified three clusters/segments: Cluster 1—Male Heavy Brand Haters/No Forgivers (N = 79); Cluster 2—Female Forgivers (N = 55); Cluster 3—Mainstream Haters/No Forgivers (N = 74). Brand managers must implement claims monitoring and management policies in order to mitigate the negative experiences resulting from product and services nonconformities. Moreover, brands must have crisis communication plans in order to prevent and control all kinds of mediatic ideological incompatibilities with the major target segments. PubDate: 2022-02-11
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Abstract: Due to an unfortunate oversight a mistake has been given in Table 1. PubDate: 2022-02-01
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Abstract: Due to an unfortunate oversight the affiliation of Amit Kumar Srivastava has been given erroneously. It should read: Amit Kumar Srivastava, Research Scholar, Amity Business School, Amity University Uttar Pradesh, Lucknow, India. The original article has been corrected *Mr. Amit Kumar Srivastava amitmphil06@yahoo.com DR. Shailja Dixit shailjadixit1@gmail.com Ms. Akansha Abhi Srivastava srivastava.akansha09@gmail.com 1 Assistant Professor, FMS - Shri Ram Murti Smarak College of Engineering & Technology, Bareilly, UP, India 2 Associate Professor, Amity Business School, Amity University Uttar Pradesh, Lucknow, India 3 Assistant Professor, Institute of Hotel Management (IHM), Lucknow, UP, India. PubDate: 2022-02-01
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Abstract: Abstract Competition among universities has existed for many decades, with universities now under intense scrutiny due to increased marketisation with perceptions of their reputation becoming ever more important to remain competitive. Current measures of university reputation, such as league table rankings, focus predominantly on student achievement and research success. However, these measures do not consider perceptions from these institutions’ diverse range of stakeholders. Measuring reputation from multiple stakeholders and multiple areas of organisations has previously been done in for-profit organisations using the RepTrak™ model. Nevertheless, the characteristics used in this model have not been tested for their applicability to measure University reputation within the United Kingdom, presenting an opportunity measure and understand university reputation from alternative globally accepted criteria. Data were collected through online questionnaires that received 594 responses, and analysed using Exploratory, followed by Confirmatory Factor Analysis. This research confirms characteristics used in the RepTrak™ model are also applicable to measuring a university’s reputation, offering a clearer measure of university reputation from multiple stakeholder groups. Key findings identified differing perceptions of the importance of measured characteristics by internal and external stakeholders, with ‘performance’ and ‘products and services’ perceived as the most important, respectively. These findings provide clear evidence for the need to tailor marketing and PR communications to different audiences to maximise opportunities for improving perceptions of a university’s reputation. PubDate: 2022-02-01
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Abstract: Abstract By drawing on the theory of planned behaviour and attachment theory, the purpose of this study is to understand how religious beliefs influence Muslim consumers towards brand love, how Muslim consumers are influenced by their Sharia sources, whether Muslim consumers strictly follow the Sharia sources while behaving towards brand love and whether the brand love concept in Islam is different from brand love concept in the current literature. In order to gain a better understanding of the research phenomenon, a qualitative research method was used in this study. Five in-depth focus groups were conducted with Muslim consumers in Saudi Arabia. The researchers developed a conceptual framework based on the theory of planned behaviour and attachment theory that offers propositions regarding the key determinants (subjective norms, religious beliefs and perceived behaviour control) and consequence of purchase intention, as a newly proposed concept. This paper proposes that consumer’s beliefs support companies to have their brands loved, which will lead to positive word-of-mouth and purchase intention as a major consequence of brand love. Main implications for researchers and brand managers are highlighted. PubDate: 2022-02-01
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Abstract: Abstract With the effects of inclusive economic predicament of 2008, the obstinate problems of importunate poverty and environmental change have focused the attention towards maintaining the sustainability by establishing balance in the triple bottom line (TBL). In this paper, we have tried to critically examine the philosophy of triple bottom line and it’s relevance in maintaining the sustainability. The process of maintaining sustainability in the TBL is undoubtedly facilitated by the citizenship behaviour of companies (Henriques et al. Routledge, London, 2013). Yet the triple bottom line philosophy is being accepted by different researchers because they consider TBL is one of the concepts evaluating and improving the sustainability. Critics are typically “slow to praise and quick to criticize” (Mish and Scammon, J Public Policy Market 29:12–26, 2010) with this the critics of TBL argue on its practicality and validity. One of the critical studies of TBL regarded it as intrinsically ambiguous because it is unable to convey its exact meaning (Norman and MacDonald, Bus Ethics Q 14:243–262, 2004). Triple Bottom Line a framework of sustainability to examine the social, environmental and economic impact of company was recalled by Elikington it's originator despite rapid growth in the area of sustainability extending up over one million dollar in a year as he realized that TBL was not meeting the purpose for which it was created. After comprehensive understanding and building upon the available literature, this paper criticizes TBL and reveals that this philosophy is not based on the real concept, nothing is new, unique and innovative in it. It only explains the already existing concept of corporate social responsibility (CSR) and a sustainability measurement tool. PubDate: 2022-02-01
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Abstract: Abstract The paper enhances micro-cognitive understandings of how organisational values can build internal reputation. Drawing-on a multi-method case study of a private hospital in Malaysia, we show the process of how values are internalised within organisations. We illustrate how different internal actors are important for embedding organisational values at various stages and show the interplay between them. We show leaders are important for role modelling and engaging, managers are important for embedding and reinforcing, and employees are important for empowering and reciprocating. We argue that in order for values to be internalised, leaders, managers and employees need to effectively create, communicate and enact those values. Rather than values being imposed by a single dominant internal actor, we show that they can be diffused by internal stakeholders at different hierarchical levels. We find that the internalisation of organisational values helps to form positive perceptions of the values and creates individual behaviours that correspond to those values. While the literature has focused on what dimensions and which stakeholders influence reputation building, we show how micro-cognitive processes build internal reputation from organisational values. PubDate: 2022-02-01
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Abstract: Abstract The literature shows that, in the wake of negative media exposition, organizations’ self-regulation tends to be strengthened. We investigate such motivation from the perspective of the psychosocial consequences in executives’ and organizational self-confidence. A grounded-theory approach supports findings from 27 different events described by top-level executives from major publicly traded organizations. Their testimonies document that scandalous episodes, when they occur, leave a trauma footprint within the organizational and individual consciousness because of the perceived post-event humiliation, remorse, guilt, and fear. The paradigm of reliance and trust in the designed structures is severely altered. In turn, a climate of excessive self-regulation explains the recovery from the traumatic experience. New boundaries for regulatory balance, also called “the confidence zone,” exists until design changes coalesce with organizational blame to create the perception that reputational safety has been achieved. Fears of subsequent media scrutiny are mitigated by the perception of moral safety based on governance. Consequently, the over-regulatory response comprises the organizations’ healing process as they recover from the psychosocial trauma caused by media exposition. PubDate: 2022-02-01
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