Contents
Corporate Reputation- Corporate Reputation Management in Digital Age
- Need for Corporate Reputation
- Key Conclusions
- References
Description
Corporate reputation according to Fombrum (1996, 2001) is related to competition or comparison of a company regarding its performance results, past actions, strategies etc. with its competitors (Kanso et al., 2010). According to van Reil and Fombrum (1997, 2003), have identified several different views about the elements of corporate reputation, which directly influences the performance of the organization (Adeosun & Ganiyu, 2013). The elements include strategic, economic, organizational marketing and accounting (Adeosun & Ganiyu, 2013). George et al. (2012) has a different view wherein he states that the reputation of the corporate is interpreted in organizational goals, ethos and values, which creates sense of belonging among the stakeholders of the company (Komisarjevsky, 2014).
