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Defining a brand's reputation and identifying the criteria used to assess a financial services brand's reputation: a comparison across stakeholders

Harris, F. and de Chernatony, L. (2000). Defining a brand's reputation and identifying the criteria used to assess a financial services brand's reputation: a comparison across stakeholders. In: 4th International Conference on Corporate Reputation, Identity and Competitiveness, 18-20 May 2000, Copenhagen.

URL: http://www7.open.ac.uk/oubs/research/pdf/WP00_4.pd...
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Abstract

The importance and impact of reputation is well documented in the literature. Yet scant empirical research has been conducted into the way different stakeholder groups define and assess reputation. This paper examines the way that different stakeholder groups define a brand's reputation and identifies the criteria they use to evaluate a financial services brand's reputation. The findings provide confirmation of many of the themes discerned in definitions of reputation proposed in the literature. However, in contrast to the literature, the research revealed that different stakeholder groups do not necessarily use different criteria to evaluate reputation, but rather emphasise different criteria.

Item Type: Conference Item
Copyright Holders: 2000 Open University Business School
Academic Unit/Department: Open University Business School
Related URLs:
Item ID: 27724
Depositing User: Jan Swallow
Date Deposited: 23 May 2011 12:04
Last Modified: 23 May 2011 12:04
URI: http://oro.open.ac.uk/id/eprint/27724
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