Details
| Original language | English |
|---|---|
| Pages (from-to) | 304-312 |
| Number of pages | 9 |
| Journal | Corporate Reputation Review |
| Volume | 6 |
| Issue number | 4 |
| Publication status | Published - 1 Jan 2004 |
Abstract
Currently, considerable research is devoted to evaluating the cross-cultural applicability of the Reputation Quotient (RQ), an instrument to measure corporate reputation that is not biased towards one stakeholder group (eg financial analysts). It has been suggested, however, that most of the replications lack scientific rigor. The lack of previous comprehensive reputation research in Germany, together with the need to test the generalizability of the RQ in different countries, prompted an investigation of German stakeholders. The original US RQ could not be confirmed completely, but qualitative support was found for an extended ten-dimensional RQ, including four new German dimensions, namely: fairness, sympathy, transparency and perceived customer orientation. Explanations for the differences are discussed as well as the marketing implications.
Keywords
- advertising, brand, communications, corporate branding, e-communication, identity, image, intangibles, philanthropy, positioning, reputation, stakeholder
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Strategy and Management
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In: Corporate Reputation Review, Vol. 6, No. 4, 01.01.2004, p. 304-312.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - A Conceptualization of Corporate Reputation in Germany
T2 - An Evaluation and Extension of the RQ
AU - Walsh, Gianfranco
AU - Wiedmann, Klaus Peter
PY - 2004/1/1
Y1 - 2004/1/1
N2 - Currently, considerable research is devoted to evaluating the cross-cultural applicability of the Reputation Quotient (RQ), an instrument to measure corporate reputation that is not biased towards one stakeholder group (eg financial analysts). It has been suggested, however, that most of the replications lack scientific rigor. The lack of previous comprehensive reputation research in Germany, together with the need to test the generalizability of the RQ in different countries, prompted an investigation of German stakeholders. The original US RQ could not be confirmed completely, but qualitative support was found for an extended ten-dimensional RQ, including four new German dimensions, namely: fairness, sympathy, transparency and perceived customer orientation. Explanations for the differences are discussed as well as the marketing implications.
AB - Currently, considerable research is devoted to evaluating the cross-cultural applicability of the Reputation Quotient (RQ), an instrument to measure corporate reputation that is not biased towards one stakeholder group (eg financial analysts). It has been suggested, however, that most of the replications lack scientific rigor. The lack of previous comprehensive reputation research in Germany, together with the need to test the generalizability of the RQ in different countries, prompted an investigation of German stakeholders. The original US RQ could not be confirmed completely, but qualitative support was found for an extended ten-dimensional RQ, including four new German dimensions, namely: fairness, sympathy, transparency and perceived customer orientation. Explanations for the differences are discussed as well as the marketing implications.
KW - advertising
KW - brand
KW - communications
KW - corporate branding
KW - e-communication
KW - identity
KW - image
KW - intangibles
KW - philanthropy
KW - positioning
KW - reputation
KW - stakeholder
UR - http://www.scopus.com/inward/record.url?scp=31344473235&partnerID=8YFLogxK
U2 - 10.1057/palgrave.crr.1540001
DO - 10.1057/palgrave.crr.1540001
M3 - Article
AN - SCOPUS:31344473235
VL - 6
SP - 304
EP - 312
JO - Corporate Reputation Review
JF - Corporate Reputation Review
SN - 1363-3589
IS - 4
ER -