Figure 1
RepTrak™ Reputation Model (Reputation Institute, 2017) RepTrak is the standard measurement that was developed by Charles Fombrun who provided a measurement of the views of public on the reputation of world's best-known companies. This reputation model provides companies with a standardized framework for benchmarking their corporate reputations internationally and to enable identification of factors that drive reputations. The RepTrak™ model measures on four (4) important core areas which are trust, esteem, admire, and good feeling (Figure 1) from the stakeholders perceptions towards the company (Reputation Institute, 2017). The reputation is built on seven (7) dimensions or facets namely, products/services, innovation, workplace, governance, citizenship, leadership, and performance (Reputation Institute, 2017).
Source publication
Corporate reputation is an intangible asset that brings many benefits to organizations. Past empirical studies showed that specific facets of RepTrak™ model positively influenced the reputation. However, the relevance of applying the RepTrak™ model that focuses on the Tobacco, Gambling, Alcohol, and Pornography (TGAP) industry in developing economy...
Context in source publication
Context 1
... to Fombrun (1996), corporate reputation is a perceptual representation of a company's past actions and future prospects that describe the firm's overall appeal to all of its key constituents when compared with other leading competitors. Later, Fombrun (2012) further highlighted the new definitions of corporate reputation which focused on the different stakeholder group, whereby corporate reputation is defined as a collective evaluation of a corporation's attractiveness to a specific group of stakeholders relative to a reference group of corporations with which a corporation competes for the resources. In addition, Barnett et al., (2006) defined corporate reputation as stakeholders' collective judgements of a company based on the evaluation of financial, social and environment attributed to the company over time. Gotsi and Wilson (2001) explained reputation as an overall evaluation of stakeholders over the corporation over time. In a nutshell, corporation's reputation has five (5) significant characteristics, namely: (1) it is based on perceptions; (2) it is the cumulative perception of all stakeholders; (3) it is comparative, (4) it can be positive or negative; and (5) it is stable and enduring (Walker, 2010). RepTrak is the standard measurement that was developed by Charles Fombrun who provided a measurement of the views of public on the reputation of world's best-known companies. This reputation model provides companies with a standardized framework for benchmarking their corporate reputations internationally and to enable identification of factors that drive reputations. The RepTrak™ model measures on four (4) important core areas which are trust, esteem, admire, and good feeling (Figure 1) from the stakeholders perceptions towards the company (Reputation Institute, 2017). The reputation is built on seven (7) dimensions or facets namely, products/services, innovation, workplace, governance, citizenship, leadership, and performance (Reputation Institute, ...
Citations
... Another definition posits that reputation is the aggregation of individual stakeholders' assessments of how well an organization meets their demands and expectations [47,152,159]. Martín-de Castro et al. (2020) view reputation as a cumulative judgment of stakeholders over time, which is based on an organization's financial, social, and environmental performance [6,31,124]. Stakeholders' judgments are a mixture of informative knowledge and emotional perceptions developed over time toward the organization [73,157]. ...
... Investment decisions are often influenced by experience, intuition, and decision-making skills [131], where the prudence of an investor's financial judgment in managing risk for profitable return on investment outcomes drives their investment choices [1]. Likewise, consumer finance Source: [31] theories were established on the assumption that investors in most financial markets are rational and operate in frictionless markets [7] (El-Deeb, Halim, & Kamel, 2021; Li, Wang, Cao, Song, Hou, Wang, 2021; [131]). However, the process by which investment decisions are made is dynamic and is influenced by perceptions, beliefs, and rewarding opportunities [19]. ...
Purpose
This study aims to investigate the impact of corporate reputation on investors and whether it influences company investment returns. While previous research has focused on specific components of reputation, neglected risks associated with the analyzed firms, and relied on accounting performance metrics, this study takes into account both return and risk factors to examine how they affect corporate reputation and investment decision-making.
Design/methodology/approach
Data were collected from 300 active investors in the Egyptian exchange stock market, and the seven-paradigm RepTrak model was used to assess reputation structures and expected return and risk. Structural equation modeling was employed to confirm the theories.
Findings
The findings highlight that investors demonstrate a primary focus on the financial performance of organizations when making stock market decisions, while also considering non-financial factors such as products, innovation, citizenship, governance, and emotional appeal. Their prioritization of investment returns and risks takes precedence over evaluating workplace practices.
Originality/value
This study's originality lies in its incorporation of return and risk measurements as crucial investment choice variables, contributing to the financial markets’ research on corporate reputation. By managing their reputation, corporations can enhance investors’ demand for their stocks and optimize their investment opportunities.
... Tercero, se considera la reputación como una fuente de competencia que tiene ventajas y desventajas Además, Barnett et al., (2006) definieron la reputación corporativa como los juicios colectivos de las partes interesadas basados en la evaluación del enfoque social, financiero y medio ambiental a lo largo del tiempo. Chan et al. (2018) y Walker (2010) afirmaron que la corporación tiene características significativas de reputación basadas en las percepciones duraderas y acumulativas de todas las partes interesadas. ...
... que contribuye al proceso de planificación que considera la reputación al formar su política, visión, valores, comportamientos, acciones de comunicación y relaciones. Todos pueden ayudar a cumplir con las expectativas de las partes interesadas y a gestionar sus percepciones (Chan et al., 2018;Gotsi & Wilson, 2001;Gray & Balmer, 1998). Además, la gestión de la reputación de una organización afecta su ventaja competitiva a nivel estratégico. ...
The present study aims to systematically review communication reputation-focused research. After investigating several databases, a total of 366 peer-reviewed communication journal articles were selected. This study adopted quantitative content analysis to examine journals, as well as the progression, methodologies, media genres and platforms, geospatial distribution of discussed issues, and affiliations of first authors. The results revealed that communication reputation-focused articles have increased during the last decade. Most of the articles were published in public relations (PR) journals and adopted quantitative research methodologies. The most commonly used theories were related to communication, PR, and crisis communication theories. The articles discussed mostly social media and then digital media genres and platforms. The discussed regions and first-author affiliations were focused on the US.
... Previous studies on reputation studies have been investigated focusing on various industries such as the alcohol industry (Chan et al., 2018;Mohd Hasan et al., 2022), the aviation industry (Tay et al., 2020), the banking industry (Kanto et al., 2016). Although studies that focused on the university setting have also been found, for instance, public university (Chan & Mohd Hasan, 2019), however, there is a dearth of studies to examine the reputation of the private HEIs as it is timely (Martín-Miguel, 2020;Mateus & Acosta, 2022). ...
... Besides, previous reputation studies mostly applied the Reputation Quotient (Chan & Mohd Hasan, 2019;Dayanç Kiyat, 2017;Kanto et al., 2016) and RepTrak (Bratus & Sydorov, 2021;Chan et al., 2018;Šontaitė-Petkevičienė, 2019;Wilson, 2022), but studies which look from different viewpoints of Resource-based View theory, which from the lens of firm strategy (Boyd et al., 2010;Furr & Eisenhardt, 2021), particularly in the digital age (Menz et al., 2021) are timely as private universities are now operated like business firms, which urged the researchers to relook into it. ...
Reputation studies have gained attention tremendously as a significant area of research in corporate communication and business-related studies. Universities today have realized the importance of having a solid reputation to attract their stakeholders, mainly the students (customers) as they are the largest stakeholder for the survival of the university. This study aims to investigate the predicting factors of tangible and intangible resources and their impacts on the university reputation of a private university in Klang Valley from the student's perspective. The study applied Resource-Based View Theory as an underpinning theory to explain these relationships. The study applied a quantitative survey design and generated 400 valid responses. The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that tangible resources (university logo, university facilities) and intangible resources (university heritage, university image) are the predictors of the university's reputation, where university heritage appears to be a prominent predictor among the other determinants. The current study contributed to the corporate communication and marketing scholarship by clarifying the gaps between image and reputation as two different constructs. This has called upon the management and marketing department of the private university to pay attention to the determinants highlighted, especially the heritage of the university as it is a unique selling point for the institution to differentiate from its rivals. Conclusion, implications, and suggestions for future study were also discussed.
... Based on the assessment of the seven dimensions, five of the dimensions are not applicable in the present study, only innovation is. However, to provide comprehensive literature evidence on the model, reviews of the literature on the five of the most related dimensions were performed (Chan et al., 2018). ...
... In this model, leadership has three drivers, which include the establishment of a strong and respected leader, a clear vision for the future and well-organised leadership (Prado, Ballabriga, 2016). Research has shown that 31 % of employees said that unethical culture in business would lead them to act unethically too (Chan et al., 2018;Prado, Ballabriga, 2016). ...
Although there is ample literature in organisational innovation, not enough attention is accorded to the correlation between innovation and corporate reputation in the context of corporate communication in the higher education industry. This study was prompted by the urge to close this research gap. Three hundred and thirty-one (331) international, or foreign students from the Infrastructure University of Kuala Lumpur (IUKL), Malaysia were recruited as respondents through a simple random sampling technique who completed a 21-item questionnaire with a very high reliability (α = 0.92). Only one correlation hypothesis was tested which was formulated on the innovation dimension of the RepTrackTM model and it was accepted. Data analysis was performed using SPSS version 23, and a moderate correlation (Person’s p = 0.00, r = 0.51) was found between innovation and reputation. In addition, reputation is expressed as high esteem, love, respect, and trust. The study concludes that a university is more likely to be held in high regard when it has strong drive towards innovation, both managerial and technological. The article recommends that for IUKL’s reputation to keep soring locally and internationally, it should double its commitment to adopt both managerial and technical innovative strategies. Future research should explore the differential influence of managerial and technical innovation in IUKL and other institutions of higher learning.
... Based on the assessment of the seven dimensions, six of the dimensions are not applicable in the present study, only citizenship is. However, to provide comprehensive literature on the model, a review of the literature on the five of the most related dimensions is performed (Chan et al., 2018). ...
... In addition, a leader will create trust with his stakeholders when he acts in honour best on morality and ethics. His management should transmit and create an ethical and conducive working environment as research has shown that "31 % of employees said that unethical culture in business will lead them to act unethically too" (Chan et al., 2018;Prado, Ballabriga, 2016). ...
The literature demonstrates that higher educational organisations perceived corporate reputation soars and gains global reputation with rising international recognition and patronage. Therefore, in an era when higher education is increasingly becoming globalised with the rising internationalisation of university education, a university's students' citizenship may be a tool to promote and enhance the standing of its corporate reputation both locally and internationally a process we refer to as 'globacation'. However, the dearth of literature in this area of research particularly in the context of the Malaysian higher education industry prompted the present study to be conducted. A simple random sampling technique was used to recruit 331 international (foreign) students from the Malaysian Infrastructure University of Kuala Lumpur (IUKL) who completed a 21-item questionnaire with a very high reliability of α = 0.92. Only one correlation hypothesis was tested which was formulated on the citizenship dimension of the RepTrack TM model and it was accepted. Data were analysed using SPSS version 23 and a moderate correlation (Person's p = 0.00, r = 0.55) was found between citizenship and reputation. In addition, reputation is expressed as high esteem, love, respect, and trust. The study concludes that international students tend to recommend to others (their friends, peers, colleagues, etc.) educational institutions they find very reputable. Future research should explore comparative studies between international and local students on the reputation assessment of their institutions.
... Gleichzeitig kritisieren sie, dass fünf funktionale Reputationsdimensionen (Produkte & Dienstleistungen, Arbeitgeberleistung, wirtschaftliche Leistung, Leistung des Managements und Leistung durch Nachhaltigkeit) durch die Dimension "Emotional Appeal" ergänzt werden, womit eine emotionale Komponente der inhärent funktionalen Ausrichtung des Reputationsquotienten widerspricht. In den folgenden Jahren entwickelte Fombrun das Reputation-Quotient-Modell weiter und präsentierte das RepTrak-Modell (Chan et al. 2018) im Jahr 2006. Es basiert auf 23 Kennzahlen, die in sieben "rationale" Dimensionen eingeteilt sind. ...
Reputation wird bislang üblicherweise mit Marktforschung gemessen. Doch diese Methode ist langsam und kostenintensiv. Als Alternative bildet sich die Reputationsmessung auf Basis des Social Listenings heraus. Dafür werden Aussagen zum Unternehmen oder zur Marke auf hunderten Millionen Webseiten – von Online-Medien, Foren, Blogs, Communities, Twitter, Facebook, Instagram usw. – gesammelt und mit Hilfe von Künstlicher Intelligenz analysiert. Dieser Ansatz ist deutlich preisgünstiger als Marktforschung und liefert zeitnah Reputationswerte, so dass tagesaktuell anhand der aktuelle Reputationsentwicklung die Kommunikation gesteuert werden kann.
... It has become a significant aspect of corporate communication and marketing which examines the perception of multiple stakeholders towards a corporation (Argenti, 2015;Cornellissen, 2017). Corporate reputation is an intangible asset (Brønn & Buhmann, 2018;Fisher-Buttinger, & Vallaster, 2011) and is closely related to the survival and sustainability of a firm (Chan, Leong, Nadarajan, & Ramayah, 2016;Chan, Sathasevam, Muhammad Noor, Khiruddin, & Mohd Hasan, 2018;Gatzert & Schmit, 2016), especially during a crisis where the firm's credibility comes under scrutiny (Wei, Ouyang, & Chen, 2017). ...
... Based on the above notion, reputation management has become a prime focus of many researches (Chan et al., 2016;Chan et al., 2018;Dutot et al., 2016;Eckert, 2017;Gatzert & Schmit, 2016;Wei, Yu, & Chen, 2017). Although researchers have developed various concepts and models to conceptualise and measure corporate reputation, including "World's Most Admired Companies" ranking by Fortune Magazine, Reputation Quotient (RQ), and the RepTrak TM reputation model developed by Charles Fombrun (Eckert, 2017), the current research decided to adopt the RepTrak TM reputation model (an extension of RQ) because this model is still understudied, particularly in the context of developing countries like Malaysia (Chan et al., 2018;Kanto, de Run, & Mohd Isa 2013). ...
... Based on the above notion, reputation management has become a prime focus of many researches (Chan et al., 2016;Chan et al., 2018;Dutot et al., 2016;Eckert, 2017;Gatzert & Schmit, 2016;Wei, Yu, & Chen, 2017). Although researchers have developed various concepts and models to conceptualise and measure corporate reputation, including "World's Most Admired Companies" ranking by Fortune Magazine, Reputation Quotient (RQ), and the RepTrak TM reputation model developed by Charles Fombrun (Eckert, 2017), the current research decided to adopt the RepTrak TM reputation model (an extension of RQ) because this model is still understudied, particularly in the context of developing countries like Malaysia (Chan et al., 2018;Kanto, de Run, & Mohd Isa 2013). ...
Corporate reputation is a part of the intangible asset management that can help create a competitive advantage in firms. Hence, it is crucial for firms to create a favourable reputation and build a good perception among stakeholders. However, crises are inevitable and can cause a firm's reputation to be tarnished and its credibility to be questioned. Therefore, this study aims to identify the mediating role of corporate reputation on the relationship between selected facets of the RepTrak TM reputation model, namely, products/services, innovation, citizenship, leadership, performance and customer loyalty from the perspective of Malaysia Airlines Berhad's (MAB) customers. Online and offline questionnaires were administered to MAB consumers which yielded 173 valid responses. The collected data were then analysed using partial least square structural equation modelling (PLS-SEM) in Smart-PLS 3.2.7. The findings confirmed the positive relationships between the four facets of RepTrak TM with corporate reputation in the current context; however, innovation demonstrated a negative but significant relationship with corporate reputation. In addition to that, the relationship between corporate reputation and customer loyalty was also established. Further, the results confirmed corporate reputation as a mediator that mediates the relationship between all five determinants of RepTrak TM model and customer loyalty. The conclusion, the implications and suggestions for future research are also discussed.
... The reputational damages that the MAB suffered are aligned with Fombrun's notion of the snowballing effect of crisis towards a company's reputation, in which he stated, "the value of a corporate reputation is magnified" during crisis (Fombrun & Van Riel, 2004, p. 34-35). Based on the above notion, thus, reputation management is increasingly the focal point of research (Chan et al., 2016;Chan et al., 2018;Dutot et al., 2016;Eckert, 2017;Gatzert & Schmit, 2016;Wei, Yu & Chen, 2017). Since then, researchers have come up with various concepts and models to conceptualize and measure corporate reputation, including the "World's Most Admired Companies" ranking by Fortune Magazine, Reputation Quotient (RQ) and RepTrak TM reputation model developed by Charles Fombrun (Eckert, 2017). ...
... Since then, researchers have come up with various concepts and models to conceptualize and measure corporate reputation, including the "World's Most Admired Companies" ranking by Fortune Magazine, Reputation Quotient (RQ) and RepTrak TM reputation model developed by Charles Fombrun (Eckert, 2017). The current research intends to adopt the RepTrak TM reputation model (extension from RQ) because this model is still understudied, particularly in the context of developing countries like Malaysia (Chan et al., 2018;Kanto, de Run, & Isa, 2013). In addition, although several past studies have used the application of RQ and RepTrak TM reputation model to examine the reputation of the corporations, particularly in the industries related to food and beverages (Mohd Sah & Abdullah, 2014), health care, tourism, manufacturing (Rungnapar Pitpreecha, 2013, education (Chan & Hasan, 2019), and banking (Kanto, de Run, & Md Isa, 2016). ...
This study examined the predicting factors of selected facets of RepTrak™ reputation model (products/services, innovation, citizenship, leadership, performance) and corporate reputation of Malaysia Airlines Berhad, from consumers' perspective. Utilizing the Fombrun's (2006) RepTrak TM reputation model, this model served as a guide to the study. Survey questionnaires were used to gather the data, in which the researchers distributed the questionnaires online and in-person to the Malaysia Airlines consumers who had prior encounters with the airline company. A 173 valid responses were yielded as the results. The collected data was then analysed through Pearson's Product-Moment Correlation and Multiple Regression using Statistical Package for the Social Sciences (SPSS) version 24.0. The findings of the Pearson's product-moment correlation analysis showed that the associations between product and services, innovation, citizenship, performance, and corporate reputation have a significantly positive moderate relationship. Meanwhile, the correlations between leadership and corporate reputation have a significantly positive high relationship. In addition, multiple regression analysis revealed that products/services, innovation, citizenship, leadership, and performance were the significant predicting variables, which explained 71.9 % of the variance of corporate reputation. Conclusion, limitations, suggestions, and implications of this study were discussed.
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In diesem Artikel wird dargestellt, inwieweit eine automatisierte, algorithmische Analyse der Online-Kommunikation von Stakeholdern in sozialen Medien und anderen Internetmedien für das Reputationsmanagement verwendet werden kann. Auf Basis einer Literaturrecherche wird zunächst das von Fombrun entwickelte Reputationsmodell vor dem Hintergrund der spezifischen Bedingungen der Online-Kommunikation angepasst. Anschließend wird erläutert, wie Reputation auf Basis dieses Modells mithilfe eines KI-basierten Social-Listening-Ansatzes gemessen werden kann. Die Anwendung der Methode wird anschließend anhand von zwei Studien erläutert, in denen die Reputation deutscher Unternehmen bzw. ihrer CEOs untersucht wird. Im Ergebnis zeigt sich, dass das angepasste Reputationsmodell in Kombination mit Social Listening in der Reputationsforschung eingesetzt werden kann und zu einem verbesserten Reputationsmanagement von Unternehmen und anderen Organisationen beiträgt. Obwohl sich dieser Beitrag mit dem Einsatz von Social Listening für das Reputationsmanagement von Unternehmen befasst, bietet die Methode ein breites Anwendungsspektrum, etwa im politischen Kontext zur Bewertung der öffentlichen Meinung zu relevanten Themen in Ergänzung zu klassischen Umfragen.