Naslov
Is Reputation a Unidimensional Construct?

Autori
Tkalac Verčič, Ana ; Verčič, Dejan ; Žnidar, Krešimir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CCI Conference on Corporate Communication / Genest, Christina ; Petelyn, Roslyn - New York (NY) : CCI - Corporate Communication International at Baruch College/CUNY, 2015, 332-341

Skup
CCI Conference on Corporate Communication

Mjesto i datum
Sjedinjene Američke Države, 02.06.2015. - 05.06.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Corporate reputation

Sažetak
Reputation is an important concept in corporate communication and strategic management. Although there is no universally accepted definition, the dominant paradigm proposes it to be a multidimensional concept. The main purpose of our study was to explore potential multidimensionality of reputation and develop and test an instrument to measure it. To do that we used a large-scale qualitative and quantitative approach consisting of 25 in-depth interviews with members of key stakeholder groups. We then administered a questionnaire, consisting of 26 items representing eight dimensions of reputation, to three key stakeholder groups of an academic institution. The results did not support the theoretical assumption of an eight-factor solution ; only one main dimension emerged. Theoretically, that implies a general factor determining overall reputations across stakeholders. Practically, that means a robust and general questionnaire could be developed to be used across organizations and their stakeholders. We propose a unidimensional, six- item measure of reputation.

Izvorni jezik
Engleski

POVEZANOST RADA