[24] For those reasons, companies themselves have become increasingly involved with the practice of reputation management. Falkenreck, C. & Wagner, R.: Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures. For a company, its reputation is how esteemed it is in the eyes of its employees, customers, investors, talent, prospective candidates, competitors, analysts, alumni, regulators and the list goes on. réputé de traduction dans le dictionnaire français - géorgien au Glosbe, dictionnaire en ligne, gratuitement. Since 1980, the study of 'corporate reputation' has attracted growing scholarly attention from economics, sociology, and management. [61], Connections to related, company-level concepts, Topics and tangents relating to reputation, Building reputation through stakeholder management. Organizations frequently make missteps that cause them to lose the positive regard of stakeholders. Image is a global or averaged evaluation of a given target on the part of an agent. All examples concern the evaluation of a given object (target), a social agent (which may be either individual or supra-individual, and in the latter case, either a group or a collective), held by another social agent, the evaluator. The higher a company's reputation capital, the lower the costs of supervising and exercising control."[44]. Reputation maybe you’d use more negatively too Like any social construct, reputation is similar to (i.e., convergent with) certain concepts and different (i.e., discriminant) from others. Reputation is known to be a ubiquitous, spontaneous, and highly efficient mechanism of social control[2] in natural societies. Reputation has become the immaterial, more powerful equivalent of a scarlet letter sewed to one's clothes. [9] Sociologists view corporate reputation as descriptions of the relative status that companies occupy in an institutional field of rivals and stakeholders. The reputation of a social entity (a person, a social group, an organization, or a place) is an opinion about that entity, typically as a result of social evaluation on a set of criteria, such as behavior or performance.[1]. Roughly speaking, the advice could fall under one of the following three categories : Note the care to maintain the possible levels of truth (the adviser declares – but could be lying – it believes – but could be wrong – etc..). Not even this last is reputation, since it tries to define too precisely the mental status of the group. A company's reputation is furthermore influenced by culture, as nationalities differ with regard to how valued specific aspects of the company's brand identity are in the respective national culture (e.g. Jackson, K.T. This construct validation effort addressed the "broad view" of reputation as a company-level evaluation (not an evaluation for specific attributes). high/low repute, good/bad reputation. [60], Some individuals and organizations hire reputation management companies to attempt to hide truthful but unflattering information about themselves. 149-162. Stakeholders of a company include any individual or group that can influence or is influenced by a company's practices. [6] The concept of reputation has undergone substantial evolution in the academic literature over the past several decades. Voelckner, F and Sattler, H. (2007) ‘Empiric Generalizability of Consumer Evaluations of Brand Extensions’, International Journal of Research in Marketing, 24, pp. Until recently, the relationships with these adjacent constructs were merely theoretical; that is, they were not formally tested or empirically validated[27] for their "nomological relationships" with these other, related constructs. These rankings are explicit orderings of corporate reputations, and the relative positions of companies on these rankings are a reflection of the relative performance of companies on different cognitive attributes. [dubious – discuss][citation needed] Indeed, digital or web reputation does not concern the virtual online reputation only, but the whole real reputation of a person or a company as it is affected by the Internet. It is both what people think about targets and what targets are in the eyes of others. [10] Management scholars describe corporate reputations in one of two main ways,[7] including: In practice, corporate reputations are revealed by the relative rankings of companies created and propagated by information intermediaries. While image only moves (when transmitted and accepted) from one individual cognition to another, the anonymous character of reputation makes it a more complex phenomenon. Realizing Value from the Corporate Image. As a consequence, public relations must be used in order to establish long lasting relationships with the stakeholders, which will enhance the reputation of the company.[46]. 1904' ''The other young ladies of Sulaco stood in awe of her character and accomplishments.She was '''reputed to be terribly learned and serious.'' [38][39], Many organizations create public relations and corporate communication departments dedicated to assisting companies with reputation management. While most cases seem to share the characteristic of being primarily used to predict future behavior, they can have, for example, manipulative sub-goals, even more important than the forecast. This page was last edited on 29 October 2020, at 06:42. These tools track mentions of a brand or product on the Internet, on Facebook, Twitter, blogs, and other social networking sites and websites. At the supra-individual level, it concerns groups, communities, collectives and abstract social entities (such as firms, corporations, organizations, countries, cultures and even civilizations). Online reputation is a factor in any online community where trust is important. According to one study, 84% of responding business leaders saw the greatest reputation threat online to companies as negative media coverage. Subsequently, these differences impact the success of reputation transfer significantly.[52].

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