A Conceptualization of Corporate Reputation in Germany: An Evaluation and Extension of the RQ

Research output: Contribution to journalArticleResearchpeer review

Authors

  • Gianfranco Walsh
  • Klaus Peter Wiedmann
View graph of relations

Details

Original languageEnglish
Pages (from-to)304-312
Number of pages9
JournalCorporate Reputation Review
Volume6
Issue number4
Publication statusPublished - 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

Cite this

A Conceptualization of Corporate Reputation in Germany: An Evaluation and Extension of the RQ. / Walsh, Gianfranco; Wiedmann, Klaus Peter.
In: Corporate Reputation Review, Vol. 6, No. 4, 01.01.2004, p. 304-312.

Research output: Contribution to journalArticleResearchpeer review

Walsh G, Wiedmann KP. A Conceptualization of Corporate Reputation in Germany: An Evaluation and Extension of the RQ. Corporate Reputation Review. 2004 Jan 1;6(4):304-312. doi: 10.1057/palgrave.crr.1540001
Walsh, Gianfranco ; Wiedmann, Klaus Peter. / A Conceptualization of Corporate Reputation in Germany : An Evaluation and Extension of the RQ. In: Corporate Reputation Review. 2004 ; Vol. 6, No. 4. pp. 304-312.
Download
@article{fd4c04882a9f43e7985b23b6825ebba0,
title = "A Conceptualization of Corporate Reputation in Germany: An Evaluation and Extension of the RQ",
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",
author = "Gianfranco Walsh and Wiedmann, {Klaus Peter}",
year = "2004",
month = jan,
day = "1",
doi = "10.1057/palgrave.crr.1540001",
language = "English",
volume = "6",
pages = "304--312",
number = "4",

}

Download

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 -