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Why It Is Worth and What Is the Key to Support a Desired Corporate Reputation: A Review

  • Conference paper
Business Challenges in the Changing Economic Landscape - Vol. 2

Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 2/2))

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Abstract

The aim of this paper is to analyze and systematize different approaches to corporate reputation and its support, highlighting the value of corporate reputation, assessing the problem of stakeholder heterogeneous perception of corporate reputation and identifying key dimensions of supporting a high corporate reputation. In this paper we have revealed that there is worth to support a high reputation because of the economic value, the relationship value and the value related to competitive advantage. To support a high reputation, an organization must define this construct and understand how it can be perceived by various stakeholders. We propose a definition which compounds the support of high corporate reputation. Nevertheless, this paper reviews that reputation can be supported with regard to key dimensions of corporate reputation, treating them as basic tools and considering communication as the most important one. The paper proposes an integrated view to corporate reputation and highlights new insights to communication while supporting a high corporate reputation.

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Author information

Authors and Affiliations

  1. Department of Marketing, Kaunas University of Technology, Kaunas, Lithuania

    Migle Matuleviciene & Jurgita Stravinskiene

Authors
  1. Migle Matuleviciene
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  2. Jurgita Stravinskiene
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Correspondence to Migle Matuleviciene .

Editor information

Editors and Affiliations

  1. Istanbul Medeniyet University, Faculty of Economics, Istanbul, Turkey

    Mehmet Huseyin Bilgin

  2. MUFG Union Bank, San Francisco, California, USA

    Hakan Danis

  3. Istanbul Medeniyet University, Faculty of Tourism, Istanbul, Turkey

    Ender Demir

  4. Eurasia Business & Economic Society, Fatih Istanbul, Turkey

    Ugur Can

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Matuleviciene, M., Stravinskiene, J. (2016). Why It Is Worth and What Is the Key to Support a Desired Corporate Reputation: A Review. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Business Challenges in the Changing Economic Landscape - Vol. 2. Eurasian Studies in Business and Economics, vol 2/2. Springer, Cham. https://doi.org/10.1007/978-3-319-22593-7_14

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