Corporate Reputation, Image and Identity: Conceptual Approaches
Corporate Reputation, Image and Identity: Conceptual Approaches

Summary/Abstract: Corporate reputation is a valuable resource that companies can use in order to obtain both financial and non-financial benefits. Given its importance for business practice, reputation has made the subject of many scientific theoretical and research papers. Nevertheless, several scholars have argued that there is still no agreement with regard to the terminology used to define the concept. Furthermore, many scholars have noted the confusion between reputation and two related concepts (image and identity). Hence, it is not surprising that research in recent years aimed to clarify these two important issues. This paper briefly presents the findings reported by researchers who conducted an extended theoretical research with the purpose to shed light on the meanings associated with image, identity and reputation. Similarities and dissimilarities between approaches are noted in order to emphasize the issues shared by most researchers

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