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Abstract: This study used Q methodology to uncover the different perspectives that exist regarding the factors that affect the favorability of organizational logos. Studies that have examined the factors that influence consumers’ attitudes toward logos have largely used traditional research methods based on measures that have been prespecified by the researcher(s). Q methodology takes a fundamentally different approach—it is a mixture of both qualitative and quantitative aspects of research that allows participants to speak for themselves. In this study, we used unstructured sampling of 50 logos and had 40 participants rank-order the logos from “most appealing” (+ 5) to “most unappealing” (− 5). Three different perspectives emerged from the correlation and factor analysis. The first group preferred logos with bright colors, the second group thought logos with living creatures were appealing, and the third group was attracted to logos evoking a sense of movement. The findings and implications of this Q methodology study can help managers develop more effective communication strategies using organizational logos. PubDate: 2019-03-22 DOI: 10.1057/s41299-019-00062-4
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Abstract: Reputation management (RM), a loosely thrown around catchphrase, means enormously more than just crisis communications on social media, risk management, corporate ethics, and CSR activities. CEOs, Public Relations, and other departments are all unfit to handle the responsibility entirely. This study is a critique of contemporary RM practices that rely excessively on CEO supremacy and symbolic-communications-based activities. Scholars view RM as an extensive set of tactics to proactively and behaviorally build and guard a competitive advantage. However, most companies view RM only as a defensive duty. This study is an investigation of the managerial misunderstandings and shortcomings surrounding the RM concept. Enterprise-wide strategic management is recommended, through the creation of a dedicated RM department led by a specialist Chief Reputation Officer (CRO). It would enforce a new dynamic on the C-Suite and the top management team. The most notable implication of this contribution pertains to organizational structures and management philosophies. PubDate: 2019-02-05 DOI: 10.1057/s41299-019-00061-5
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Abstract: Due to an unfortunate oversight an error occured in the paragraph ‘Personality characteristics and CSR skepticism‘. The paragraph should be read as follows: Although scholars have evaluated the relationship between consumer attributions and CSR skepticism, little is specifically known about the degree to which CSR messaging factors are influenced by individual personality traits. This question is worth pursuing because it allows for assessment of the degree to which individuals may be naturally suspicious of CSR efforts. Considered broadly, prior research suggests that personality factors may impact a number of variables involved in the effective communication of socially responsible corporate initiatives, including the degree to which stakeholders are open to relational formation (Shaver and Brennan 1992), feelings of subjective well-being among audience members (Hayes and Joseph 2003), and ethical leadership behaviors undertaken by brand managers (Walumbwa and Schaubroeck 2009). The authors apologise for this error. PubDate: 2019-02-01 DOI: 10.1057/s41299-018-0060-9
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Abstract: Journalists sometimes uncover deficiencies, abuses, and mistakes made by companies. As part of their professional duty, journalists usually give companies the opportunity to tell their side of the story; thus, a company has the chance to mitigate an oncoming crisis. The present study tests this idea using the example of a television report about the sugar content of baby food. We vary the company’s applied strategies (primary as well as secondary strategies) and the presentation form (written versus presented by a spokesperson in front of the camera). Our findings show that attacks against journalists are perceived rather negatively, while apologies and justifications are more convincing. Perceptions of the company are also improved when a statement is presented by a spokesperson rather than simply presented in writing. PubDate: 2019-02-01 DOI: 10.1057/s41299-018-0054-7
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Abstract: This study explored the relationship between the Big Five personality characteristics and consumer perceptions of organizational corporate social responsibility (CSR) behaviors. Specifically, the current work focused on both general consumer CSR skepticism and on consumers’ perceived motives for organizational involvement in CSR initiatives. The results suggested that those high in extraversion, agreeableness, and conscientiousness tended to be less skeptical of companies’ CSR efforts while those high in neuroticism were generally more skeptical of CSR behaviors. PubDate: 2019-02-01 DOI: 10.1057/s41299-018-0058-3
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Abstract: The aim of this investigation is to identify how culture and communication may influence corporate reputation (CR) and corporate image and their impact on workers’ attitudes and behaviour, like organizational commitment and individual performance. The moderating role of the perceptions of corporate social responsibility (CSR) is also analysed. This investigation proposes a theoretical model tested using structural equation modelling. In total, 473 valid questionnaires were collected from a sample of employees of the biggest dairy union of co-operatives in Iberia. The results highlight the relationships between culture, communication and reputation and their influence on image. Furthermore, they show, as well, how corporate reputation impacts on commitment which contributes to improving individual performance. Perception of CSR practices may increase the way CR is perceived and boost the bonds between employees and their organization. This investigation is based on cross-sectional data collected from a union of cooperatives of the dairy milk industry. These results may raise the interest in deepening investigation in this field, showing how CSR practices create a new context to investigate these relationships. They can also help to improve the effectiveness of the human resources management strategies, giving a central role to CSR. This investigation shows how organizations involved in responsible attitudes and practices are challenged to find the right balance between making a profit and serving the community. CR, commitment and productivity may be strengthened when companies develop a bigger engagement with socially responsible practices. PubDate: 2019-02-01 DOI: 10.1057/s41299-018-0053-8
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Abstract: It is not yet fully understood why some places find it so much harder to put themselves on the map than others. In this case, Beverwijk, a regional town in the Netherlands, works hard to provide all of the basic services, but still has a nondescript reputation. A review of the existing literature will show that the centre of town as a marketplace of economic, human, social, cultural and natural capital is pivotal in the reputation of places. Furthermore, interviews with people living and working in or visiting Beverwijk have revealed that sociability and the aesthetics of cultural heritage generate associations which help us to recognise places and evoke the diffusion of values. This study suggests that places which focus primarily on functionality, instead of taking an integrative and normative approach around multiple capitals, have trouble gaining distinction from other places. PubDate: 2018-12-01 DOI: 10.1057/s41299-018-0049-4
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Abstract: Reputation is a very valuable resource of a contemporary enterprise because it may create its long-term competitive advantage and market value. A strong, positive reputation must be built in many years, while it can be damaged relatively quickly. There are many threats to reputation that in the current digital era are multiplied by the development of the Internet and social media. Therefore, the importance and need for the effective reputation risk management is growing, which, however, is a very difficult challenge for managers. In this paper, it was demonstrated that the dilemmas of reputation risk management stem from the complex, emotional, and rational structure as well as from the qualitative character of reputation, which generates difficulties in identifying the causes and sources of its threats. The qualitative character of reputation risk, fuzzy responsibility for reputation, and its protection as well as a lack of proper methods and tools to measure the reputation risk—these are the main problems that hinder the formulation of the acceptable concepts of reputation risk management and their implementation into practice. PubDate: 2018-12-01 DOI: 10.1057/s41299-018-0052-9
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Abstract: Companies increasingly view corporate social responsibility (CSR) as an important dimension of corporate reputation. This is at least partly motivated by the understanding that a strong CSR reputation can enhance profits. This research examines how self-reporting of CSR activities links to corporations’ CSR reputation. Broadly, a company can opt to (a) voluntarily embrace self-reporting and describe its CSR policies and performance to stakeholders or (b) stay silent in this regard. We find a positive link between CSR self-reporting and a company’s social responsibility reputation and, more interestingly, show that companies are more apt to report this information when (a) their activities have a greater adverse environment impact and (b) have policies that are evaluated favorably by a third party. CSR self-reporting mediates the effects of third-party evaluations and improves the CSR reputation of companies. Moreover, consistent with prior research, we show that improvements in CSR reputation enhance profits. PubDate: 2018-12-01 DOI: 10.1057/s41299-018-0051-x
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Abstract: Corruption at charitable organizations is, if not growing, becoming more evident to the public. Highly visible scandals reduce confidence in nonprofits generally and may permanently reduce donations. Existing work on malfeasance in the nonprofit sector has analyzed the characteristics of charities where corruption has occurred. What has not been examined in the literature is whether scandals have impacted contributions as a whole. If donations are unaffected by corruption, then there is little incentive to support systemic reforms. This paper will explore the impact of visible corruption on the level of giving by individuals. An econometric model that incorporates the primary drivers of donations will be developed, including such factors as income, net worth and tax policy, coupled with personal attributes, such as religious affiliation. When measures of the magnitude of press coverage of corruption are added to the model, they test as significant, indicating publicized scandals are, in fact, suppressing donations. This analysis contributes to the literature on organizational reputation and its impact on performance. PubDate: 2018-10-23 DOI: 10.1057/s41299-018-0056-5
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Abstract: Association football (also known as simply football or soccer) is the most popular spectator sport in the world, and major football clubs are now commonly managed and studied as global brands, the consumers of which exhibit considerable levels of engagement and loyalty that challenge academic research in explaining why engagement in this apparently unrewarding, vicarious pursuit is maintained. We approach this question through the narrative aspect of football clubs’ corporate communication. Indeed, corporate narratives are known to substantiate the reputation building-efforts of corporations. Conversely, a good corporate reputation actively supports the messages created by these stories. Through in-depth, in-person interviews with 38 Football supporters, we identify five components of global football clubs’ storytelling (place, playstyle, performance, personalities, and political charge). We analyze the memorability of these factors as well as their importance in these supporters’ decision to support a football club and maintain that engagement over time, through a survey of 373 football supporters originating from nine countries. The goal of this analysis is to contribute towards building a generic, actionable model of consistent corporate narratives, that can be adapted by conventional corporations seeking to generate similar levels of engagement from their consumer-base as football clubs do from their supporters. PubDate: 2018-10-23 DOI: 10.1057/s41299-018-0059-2
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Abstract: This paper examines the brand crisis faced by Maggi, Nestle’s brand of instant noodles in India, and analyzes the extent to which a health-related crisis can impact consumer response on social media (Facebook) for a strong and trusted brand. The sentiment analysis of the consumer comments and posts was done using Lexalytics and brand associations were ascertained through generation of word clouds. It was found that the impact of negative consumer sentiments on net polarity score during the crisis was mitigated to a significant extent by high positive valence of counterarguments put forth by committed consumers. Today, social media has emerged as a major platform for brand crisis and reputation management and this paper contributes to literature, by proposing a conceptual model based on consumer sentiment in response to corporate communication by the affected brand and its key competitor on social media, both during and post the brand crisis. The findings and implications of this research can help brand managers formulate their social media strategy for effective crisis management. PubDate: 2018-10-15 DOI: 10.1057/s41299-018-0057-4
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Authors:Anupam Kumar Abstract: How do firms risk their environmental reputation by ignoring environmentally detrimental practices' Although there is a heightened emphasis on establishing a favorable environmental reputation, the mechanism connecting firm strategies to reputational outcomes is largely understudied. Firms can pursue distinct environmental management (EM) strategies comprising proactive beyond-compliance voluntary activities (EM strengths) and/or addressing compliance-only detrimental environmental activities (EM concerns). With the capability of selective dissemination of information on their environmental pursuits, the choice of strategy and the mechanisms affecting perception for reputational gains needs further exploration. By applying attribution theory, this paper develops a novel perspective to explain the impact from distinct strategies of pursuing EM strengths and/or addressing EM concerns. Utilizing 2 years of data from the top 500 green ranked U.S. firms, the findings support a negative impact from the attribution of EM concerns under conditions of greater scrutiny. The analysis indicates that strong financial performance as well as an environmental strategy highlighting EM strengths are mechanisms for drawing scrutiny into a firm’s behavior. In doing so, the findings caution practitioners on the latent effect of EM concerns on environmental reputation. PubDate: 2018-05-25 DOI: 10.1057/s41299-018-0047-6
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Authors:Jae-woong Yoo; Hyun-seon Lee; Young-ju Jin Abstract: Celebrities used in advertising have an effect not only on the product sold but also on country’s reputation. In terms of the factors through which celebrities exert an influence, a number of studies have cited the category of “credibility,” which encompasses attractiveness, trustworthiness, and expertise. Of these, attractiveness and expertise are the traits chiefly discussed with regard to effects on products. This study sought to examine what effects Olympic star athlete Michael Phelps and political leader Barack Obama have on country’s reputation as celebrities, which specific aspects of credibility are responsible for that effect, and what differences arise due to differing fields of prominence. The findings showed trustworthiness to be the credibility factor with the highest correlation to country’s reputation for the athlete and the political leader alike. No statistically significant difference was found in the country’s reputation effects of the athlete and political leader, suggesting that sports stars have an international influence on par with national political leaders. Theoretical and practical implications are discussed. PubDate: 2018-05-25 DOI: 10.1057/s41299-018-0048-5
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Authors:Ashish Kumar; Kristian Möller Abstract: The rapid growth of social media has prompted B2B firms to incorporate social media platforms into their marketing communication. Notably, for B2B firms, social media has become a useful tool for corporate branding. However, how B2B firms can leverage benefits from social media marketing is less obvious, especially in new markets. In this study, we investigate the challenges and opportunities faced by B2B firms in exploiting the social media for their recruitment practices in an international context. In this regard, we focus on the effects of brand familiarity and users’ persuasiveness on their adoption of social media channels for job search. We employ a cross-country dataset from a multinational B2B firm to investigate how it can successfully integrate social media into its recruitment practices. Our empirical results suggest that users’ brand familiarity encourages them to adopt social media platforms for job search; however, the effect of the persuasiveness of recruitment messages on users’ adoption of social media platforms for their job search behavior is negative. Nevertheless, a higher level of brand familiarity mitigates the problem of the low persuasiveness of the recruitment messages as we find a positive effect of the interaction between brand familiarity and user persuasiveness on their adoption of social media channel for job search. Thus, without proper user engagement on social media platforms to build brand familiarity, the effectiveness of recruitment messages may not encourage users to adopt the social media channel for job search. Therefore, our study recommends B2B firms to build better brand familiarity on social media platforms to engage with the users first before they attempt to use these platforms directly for their recruitment strategy. In addition, we find a synergistic effect between social and nonsocial media channels thereby recommending B2B firms to employ both channels in their recruitment practices. PubDate: 2018-05-25 DOI: 10.1057/s41299-018-0046-7
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Authors:Yijing Wang; Louisa Wanjek Abstract: This study intends to clarify the psychological mechanism that explains the crisis responsibility and corporate reputation link, aiming at gaining knowledge on individuals’ perception formations in and reactions to a crisis. We extended the situational crisis communication theory through identifying the moderation effects of personal relevance and person–company fit in this relationship. The VW emissions scandal was investigated with respect to its impact on post-crisis reputation and negative word-of-mouth. A sample of 721 German respondents was analyzed through structural equation modeling. The results suggest that personal relevance strengthens the positive relationship between crisis responsibility and anger. Next to this, person–company fit weakens the impact of crisis responsibility on anger, as well as on sympathy. The results suggest that more attention needs to be drawn on the personal perspective in crisis communication, while different response strategies should be developed with respect to distinct stakeholder groups for protecting corporate reputation in the crisis context. PubDate: 2018-02-16 DOI: 10.1057/s41299-018-0045-8
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Authors:M. Sridhar; Ajay Mehta Abstract: The study has been undertaken with following aims; first, to establish the plausibility of a positive relationship between service innovation and corporate reputation and their effect together on cross-buying intention of customers of telecommunication industry in India. Second, empirically examine the mediating and moderating effect of corporate reputation between service innovation and cross-buying intention. The descriptive approach was applied and tested by adopting a survey method where the sample units comprised of customers from various telecommunication service providers. Convenience sampling method was used based on which 256 customers of major service providers in southern part of India were approached for their opinion on the constructs. Smart—partial least square (hereinafter PLS) software tool was used to test the conceptual framework. On analyzing the result, it was observed that corporate reputation explained the relationship between service innovation and cross-buying intention; further corporate reputation also strengthens the effect of service innovation on cross-buying intention. The survey results indicate that decision makers/managers of telecommunication service firms need to understand that building reputation is one of the key aspects that would strengthen their initiatives of bringing service innovation frequently, as well as make their customers to cross-buy other services. The study fills the gap by analyzing the combined effect of service innovation and corporate reputation and cross-buying intention. Further, the study estimates the mediating and the moderating effect of corporate reputation between service innovation and cross-buying intention in telecommunication service settings which was not attempted earlier. PubDate: 2018-02-02 DOI: 10.1057/s41299-018-0044-9
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Authors:Xiaoqun Zhang Abstract: This study developed a new composite measure of media reputation combining media favorability, media visibility, and recency. It showed that this new measure had superiority over the measure of media favorability in predicting corporate reputation, and local newspapers were a better news source to measure media reputation than elite newspapers. This study was based on the content analysis of 2817 news articles from two elite newspapers and many local newspapers in the United States. PubDate: 2018-01-26 DOI: 10.1057/s41299-018-0043-x
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