Search

The management of corporate reputation (CR) and its integration in corporate culture are key aspects of the excellence and sustainability of companies over time. This paper presents a study of how the most reputable companies in the Spanish market manage their reputation. The corporate areas responsible for this management are analyzed, together with its competences, organizational structure, head of department and the tools used to measure its management. This paper contributes to the knowledge of all those companies that seek to improve their reputational positioning through an analysis of the implementation of specific organizational structures for the management of CR developed by the most reputable companies in the Spanish market. [ABSTRACT FROM AUTHOR]

The aim of this paper is two-fold: first, to test empirically whether corporate reputation has a positive effect on the financial performance of companies (named the resource hypothesis), and second, whether it protects companies from a loss of value in a sudden financial crisis (the reservoir hypothesis). A sample of 38 Spanish firms included in the MERCO (the Spanish corporate reputation ranking) and listed in the Spanish stock market has been used. The analysis covers the period from September 2005 to April 2009. A multivariate regression model estimated by ordinary least squares was used to test the research hypotheses in order to monitor other variables that may affect the relationship between reputation and financial performance (measured by the companies' return and risk). The results show that companies with a strong reputation had better financial performance than those with a poor reputation, before and during the financial crisis after the 2007 crash. [ABSTRACT FROM AUTHOR]

Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence supports the influence of these constructs on customer loyalty. This study investigates the influence of corporate image - comprised of functional and emotional aspects - and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as important strategic assets to enhance customer loyalty. [ABSTRACT FROM AUTHOR]

This article analyses similarities and differences in corporate identities communicated through corporate brand websites between banks operating in Spain and the United Kingdom. Cross-cultural dissimilarities between Spain and the United Kingdom, and specific features of the banking sector in each country, lead to expectations about differences in the communication of corporate brand identities. As such hypotheses were developed about corporate brand identity according to these differences. Specifically, the hypotheses refer to differences in the main corporate brand identity dimensions: visual identity, corporate communications, organisational culture, behaviour, strategy and structure. In order to test the hypotheses, content analysis was conducted among 60 of the largest commercial banks, 30 in each country. The results show differences between Spain and the UK banks corporate websites due to different patterns of portraying corporate brand identity. Overall, banks in the United Kingdom rely on social and strategic aspects to project their brand identities, while banks in Spain are more prone to exhibit information concerning communications. These findings suggest that brand identity communication should be adapted to each country's cultural markers. [ABSTRACT FROM AUTHOR]

We first examine whether there is a relationship between firm reputation and the stated propensity of an individual to pursue behaviors that support the firm. We then examine the extent to which the reputation-supportive behavior linkage is moderated by the firm's foreignness, its industry and its exposure in its local market. In a multi-level analysis using 117,195 individual evaluations of 125 companies in the context of Latin America and Spain, we find a strong direct relationship between reputation and supportive behavior in the product, capital and labor markets. We also find that this relationship is moderated by variables related to foreignness, industry and local exposure. [ABSTRACT FROM AUTHOR]