Corporate Reputation Past and Future: A Review and Integration of Existing Literature and a Framework for Future Research
Kevin Money (),
Stephen Pain and
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Kevin Money: The University of Reading
Anastasiya Saraeva: The University of Reading
Irene Garnelo-Gomez: The University of Reading
Stephen Pain: Unilever PLC
Carola Hillenbrand: The University of Reading
Corporate Reputation Review, 2017, vol. 20, issue 3, 193-211
Abstract The concept of corporate reputation is steadily growing in interest among management researchers and practitioners. In this article, we trace key milestones in the development of reputation literature over the past six decades to suggest important research gaps as well as to provide contextual background for a subsequent integration of approaches and future outlook. In particular, we explore the need for better categorised outcomes; a wider range of causes; and a deeper understanding of contingencies and moderators to advance the field beyond its current state while also taking account of developments in the macro business environment. The article concludes by presenting a novel reputation framework that integrates insights from reputation theory and studies, outlines gaps in knowledge and offers directions for future research.
Keywords: Reputation; Stakeholders; Relationships; Moderators; Communication evaluation frameworks; Corporate communication; Communication ROI (search for similar items in EconPapers)
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