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Abstract: Abstract The primary aim of this study underlines the examination of underlying students' skills and their relationship to the employability of students of Pakistan. The current study also examines the moderating impact of "University Reputation" between students' skills and employability. The authors undertook a quantitative approach in the testing of hypotheses. The primary data collection of 265 respondents was carried out. Students and graduates of different higher educational institutes in Pakistan participated in the questionnaire about their employability perception based on their skills. "Partial Least Square (PLS) based Structural Equation Model (SEM)" has been utilized for the analysis of the relationship between students' skills and students' employability. The propelling findings reveal that students' soft skills, adaptability skills, and personal skills are positively associated with employability and consistent with previous studies, while teamwork skills affect negatively. On the other hand, social mobility skills, career skills, managerial skills, and technical skills do not seem to have a significant role in students' employability. Moreover, university reputation plays a role in the moderation of certain students' skills with employability. This current research makes some valuable contributions to developing the skillset amongst students and graduates of a developing country such as Pakistan. The research focused on the moderating role of university reputation between skill and employability, which was previously ignored, and utilized human capital theory. Finally, the study separately used soft skills, personal skills, adaptability, and managerial skills with employability. PubDate: 2023-09-15
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Abstract: Abstract Firm reputation provides the referential barometer to evaluate firm performance. This meta-analysis examined the past four decades of firm reputation studies to investigate the relationship between firm reputation and firm performance by attempting to solve the ongoing causality and effect size issues between the two constructs. The results indicate that firm performance has a stronger effect of influencing firm reputation using signaling theory. The effect size between firm reputation and firm performance was weaker during reputation-damaging events. The results of this quantitative review suggest that researchers need to be cautious about the generalizability of their studies when investigating the relationship between firm reputation and firm performance. PubDate: 2023-08-19
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Abstract: Abstract Rising expectations in society for moral brand behavior have increased the relevance of brand purpose communication on social media. Nevertheless, there is a lack of fundamental research in this area. This study therefore examines brand purpose communication on Twitter, particularly with regard to the values addressed and the communication strategies implemented by corporate brands as well as the corresponding user engagement. A quantitative content analysis of 30 corporate Twitter accounts from 10 industries (n = 6000) shows that brand purpose is communicated across all brands and industries. The values of solidarity and sustainability are in the foreground. In an industry comparison, the FMCG industry and the financial services industry communicate most frequently on brand purpose issues, whereas the media industry and the luxury goods industry do so only marginally. Corporate brands predominantly use information strategy to communicate their brand purpose, although the involvement strategy leads to more engagement. Overall, the analysis shows that the potential of brand purpose communication is not being exploited to the same extent in all industries. PubDate: 2023-08-17
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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: 2023-08-01
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Abstract: Abstract The study of stakeholders' demands on companies and the effects that their pressure can have on the organization has been studied in recent years in various aspects. What is being studied in this study is whether different types of stakeholder (financial stakeholder, social stakeholder, customers, business partners, employees) pressure affect the performance of manufacturing companies and whether this effect can be influenced by the mediation of corporate social responsibility, the selection of a sustainable supplier, and the marketability of the company. To achieve this, 170 manufacturing companies listed on the Tehran Stock Exchange were selected using a simple random sampling method. Data were analyzed using structural equation modeling and PLS software. The results show that stakeholder pressure can improve the performance of companies with little intensity, and this relationship is influenced by the mediation of corporate social responsibility and marketing capability of the company, but sustainable supplier selection has no role in this regard. PubDate: 2023-08-01
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Abstract: Abstract This study develops a framework on how a small company's human tone of voice involving dark humour can be communicated in Internet recruitment advertising. A case study approach with an abductive logic provided a synthesis of the different recruitment communication perspectives [sender, message, electronic word-of-mouth (eWOM)] and a dark humour tone of voice used in a small company's Internet recruitment advertising in a holistic framework. The developed framework was able to demonstrate the dynamics related to a tone of voice based on dark humour from different communication perspectives in Internet recruitment advertising, and the process of how the limits for an acceptable human tone of voice are formed. Further, the study proposed a new definition for eWOM in recruitment advertising which included a human tone of voice as a relevant aspect of eWOM. For managers, the boundaries of the human tone of voice, in this case dark humour, should be handled as it might become an irritating employer brand message element and might negatively affect the construction of a positive and consistent employer image. PubDate: 2023-08-01
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Abstract: Abstract Marketing assets are a source of competitive advantage for hospitality and tourism companies and an essential driver of their performance. The concept of marketing assets is conceptualized as intellectual assets, physical or tangible assets, and cultural or intangible assets. Using six studies, we illustrate the reliability and validity of the data used. Constructed on a resource-based view, we identify the key communication aspect of marketing capability and its components (i.e. market sensing, customer relationship, corporate/brand identity management, design/innovation management, performance management, as well as communication/social media capability). Marketing assets and competences affect marketing capability; however, gender and age also impact the research constructs. PubDate: 2023-08-01
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Abstract: Abstract As firm stakeholders have become more engaged in social issues, they are developing expectations with regard to firm responses to these issues, beyond traditional Corporate Social Responsibility (CSR). This paper examines how firms’ CSR engagement with social issues has evolved from traditional philanthropy to more significant and active actions. As such, corporate social identity is introduced as a new construct that explains the relationship of social issue alignment with the firm’s broader mission. A model is presented that illustrates how a firm’s corporate social identity alignment with a social issue influences stakeholder interpretations of if, when, and how a firm responds to the social issue. The firm’s reputation, as determined by stakeholders, will be significantly influenced by stakeholder evaluation of the firm responses as they align with stakeholder response expectations. PubDate: 2023-08-01
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Abstract: Abstract Brand transgressions might put at risk some of companies’ most important achievements: a high awareness brand and loyal customers’ trust. High awareness brands may suffer from the effects of a functional transgression on customers’ trust and perception regarding an organization’s capacity to keep its promises, as well as the relationship developed with loyal customers. A common outcome of a product functional transgression is government intervention asking for a product recall. The voluntary recall is an alternative to handle brand transgressions, but less common than mandatory product recalls. This paper adds to the literature by theoretically discussing and empirically analyzing how the relationship status of a first-time or loyal customer with a high awareness brand affects consumers’ trust after a functional transgression. Additionally, it examines the moderation effect of response to a functional transgression on the relation between trust’s components—competence, integrity, and benevolence. Through an experimental study 2 (company’s response: passive strategy; voluntary product recall) × 2 (relationship: loyal; first-time) × between-subjects design, the findings indicate that after a high awareness brand transgression, loyal consumers perceive greater competence, integrity, and benevolence in the brand than first-time consumers. When a transgression is followed by a passive strategy in which the transgressor company is aware of a malfunction and decides not to take any action to remediate the situation, loyal consumers have higher integrity and benevolence-based trust perception than first-time consumers. As voluntary recall takes place, loyal and first-time consumers’ perceptions of integrity and benevolence increase, and first-time consumers reach the same levels as loyal consumers, which suggests voluntary product recall is an effective trust recovery strategy for a high awareness brand. PubDate: 2023-05-24 DOI: 10.1057/s41299-023-00164-0
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Abstract: Abstract Social media has brought complexity and unpredictability to scandal situations, making it complex for brands to protect their reputations. In a scandal, the involvement of influential social media users in information dissemination often amplifies the attack on an organisation. This research sheds light on the role of influential users in the spread of scandals via social media. This study analyses multiple cases of for-profit and not-for-profit organisations impacted by value-based vs. performance-based scandals. We collected data from the discussions on Twitter to analyse fourteen scandals. Across all cases, 455 influential users’ tweets were analysed. The findings suggest that while in a performance-based scandal, the role of news outlets in the spread of information is significant, in a value-based scandal, individual influential users have more influence. The research introduces three main categories for influential users’ engagement approach; attacking, defending, and neutral, arguing that influential users’ engagement approaches towards a scandal, represented in the valence of their tweets, influence online users’ participation in online scandal discussion. The research finds that influential users are more likely to tweet about a value-based scandal and these tweets subsequently often receive more retweets compared to tweets on performance-based scandals. In addition, for-profit (vs not-for-profit) organisations typically do not have influential users' advocacy in the time of scandals. PubDate: 2023-05-24 DOI: 10.1057/s41299-023-00165-z
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Abstract: Abstract The failure of banks to safeguard customers’ funds has become a substantial issue that has affected public impressions on social media. One of the strategies to ensure the company's reputation is performing impression management. This study aims to assess the financial performance impact of using impression management on banking's Twitter. This study collected 6712 tweets from banks listed on the Indonesia Stock Exchange in 2019. The regression shows no influence on financial performance when banks post a lot of their achievements and accomplishments. However, being a friendly bank can have a favourable impact on financial performance. Empirically, this study contributes to explaining the influence of impression management categories on social media on financial performance, implying that firms should make the most of their social media communications to manage public impressions. PubDate: 2023-05-16 DOI: 10.1057/s41299-023-00163-1
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Abstract: Abstract We investigated the relationship between sports team reputation and team identification (ID) when team reputation was operationalized at the dimension level and measured using reflective indicators. The Spectator-based Sports Team Reputation (Jang et al., Int J Sports Market Sponsorship 16(3):52–72, 2015) was modified and used to collect data from 520 fans of five European football league champions (i.e., Barcelona, Manchester City, Juventus, Bayern Munich, and Paris Saint-Germain) during the 2018–2019 season. Results of the structural equation modeling (SEM) showed five dimensions of SSTR (i.e., performance, spectator-orientation, social responsibility, tradition, and management quality) were significantly and positively related to ID. In addition, the results of the Fuzzy Set Qualitative Comparative Analysis (fsQCA) method showed that high ID exists under two SSTR dimensions complex configuration, while absent under three complex configurations. Theoretically, the results provide a deeper understanding of the differential impact of spectator-based team reputation dimensions on fans’ team identification. Managerially, sports teams can use the scale as a diagnostic tool to measure their reputation from their fans’ perspective and strategically allocate their resources on the important dimensions and configurations of SSTR to improve fans’ ID. This research applied an innovative analysis approach to reveal necessary and sufficient conditions when conventional methods such as SEM have limited power. This paper highlights a valuable insight on how ID is formed through the SSTR. PubDate: 2023-05-06 DOI: 10.1057/s41299-023-00162-2
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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: 2023-05-01 DOI: 10.1057/s41299-022-00142-y
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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: 2023-05-01 DOI: 10.1057/s41299-022-00140-0
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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: 2023-05-01 DOI: 10.1057/s41299-022-00143-x
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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: 2023-05-01 DOI: 10.1057/s41299-022-00139-7
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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: 2023-05-01 DOI: 10.1057/s41299-022-00141-z
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Abstract: Abstract Employee voice may represent a risk for reputation-sensitive organizations, as use of voice may harm organizations’ desired reputation at the same time as it offers an opportunity to boost reputation. As such, voice should not be treated as a one-dimensional construct. Using a more nuanced approach, reputation concern, control-oriented HRM, and heteronomy are tested as possible antecedents to two forms of voice, namely promotive and prohibitive voice, in public sector schools and hospitals, respectively. The study is based on quantitative data from a survey of Norwegian high school teachers (n = 1055) and hospital employees (n = 453), covering the two main sectors in the Norwegian welfare state. Main methods of analysis include path analysis and bootstrapping. Reputation concern is found to directly stimulate promotive, but not prohibitive, voice, in hospitals. In schools, reputation concern does not stimulate voice at all, but inhibits prohibitive voice both directly and indirectly through leader–member exchange (LMX). Control-oriented HRM inhibits both forms of voice in schools, but not in hospitals. Heteronomy inhibits both prohibitive and promotive voice directly and indirectly in both schools and hospitals. In sum, schools are more voice restrictive than hospitals. The present study is among the first to examine the two-dimensional construct of voice in relation to reputation concern, control-oriented HRM, and heteronomy, and to comparatively examine these relationships in schools and hospitals, which differ in their degree of marketization. PubDate: 2023-04-26 DOI: 10.1057/s41299-023-00161-3
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Abstract: Abstract The research aims to determine the importance of absorbing knowledge as a dynamic ability and creative strategic directions with far-reaching ideas, deep perspective, rational analysis, and comprehensiveness in the perception of seeking to achieve excellence by providing everything that is new and innovative to build strategic reliability that reflects an identity and an organizational image with visions The future of small “squishy” organizations under highly changing conditions. According to research implications, the most significant of which are (Do organizations realize the importance of “Absorptive Capacity of Knowledge” and “Strategic Reliability”'), the issue arises from the work of “small organizations” in a dynamic environment with weak control indicators. Some “small organizations” were chosen in Kirkuk Governorate and a sample was determined using the equation (Krejcie and Morgan in Educ Psychol Meas 30:607–610, 1970) data were gathered from a community of (750) employees using a questionnaire as the primary data collection technique, with analysis using “SPSS” and “GWO” to find the path that would need the least amount of time, money, and effort. Following a discussion of the findings, the most significant conclusions were drawn (it was discovered that “absorptive capacity of knowledge” has an effect that reflects the organizational identity of organizations as a dynamic force that distinguishes them in a highly competitive environment), and proposals were made, the most important of which was (the need to work on determining the value of the required knowledge, assimilation, and application, which makes it more capable of achieving its goals to build high strategic reliability). The empirical evaluation view of research is significant and priceless for all organizations because it enables them to determine future strategic directions based on knowledge of “the hidden advantage” which is particularly important for developing nations, this knowledge allows the organizations to strengthen their capabilities and create a unique organizational identity. It stems from an important and vital topic related to strategic-knowledge dimensions aimed at a better future for business organizations, especially after crises and external variables that weakened their position on the one hand and working to motivate the researched organizations to reconsider the process of polarization of human resources as the basis for obtaining the most important resource “knowledge” and ways to apply it to achieve superiority and precedence and build high reliability among the beneficiaries and the markets in which the researched organizations operate on the other hand. PubDate: 2023-04-18 DOI: 10.1057/s41299-023-00160-4
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