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The objective of this paper is to analyze the influence of board resource diversity on firm reputation. We classify board members as business experts, support specialists, political directors and other community influentials, in an effort to address whether business, technical expertise or political ties in the boardroom affect stakeholders' opinion and, therefore, firm reputation. This study confirms that not all outside directors are equally effective in improving firm reputation, and that certain kinds of outside directors, especially business experts, help increase it. However, the findings note an inverted U-shaped non-linear relationship with these directors, which means that the effect of business experts on reputation is positive up to a point, after which the relationship becomes negative. The findings also evidence that, contrary to popular beliefs, directors with previous experience as politicians are not negatively viewed by stakeholders. Moreover, this type of community influential directors has positive effects on firm reputation in regulated firms as well as in those of the public work sector. [ABSTRACT FROM AUTHOR]

The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies. Accordingly, the correct understanding of these three concepts is a basic pre-requisite for the companies interested in managing their businesses in accordance to the latest marketing trends. Nonetheless, the proliferation of diverse approaches to the study of the identity, image and reputation hampers the generation of useful knowledge regarding these issues. In this paper, an integrative perspective is proposed to better understand the concepts and dimensions of the business identity, image and reputation. The theoretical review provided in the paper allows scholars and practitioners to better understand these three faces of the corporate marketing perspective. [ABSTRACT FROM AUTHOR]

Abstract: This paper discusses the conceptual and empirical connections between an organization''s reputation management and online communication. The paper develops a theory driven model of the structural dimensions of reputation and analyzes organizational communication professionals’ views on the potential that online communication has for reputation management. The survey data showed that online communication was perceived to have positive impacts on the structure and advantages of reputation, and that these two aspects would seem to be strongly dependent on each other. Thus, online communication can be used to influence the assessments made by stakeholders about an organization''s products and services, corporate responsibility, success, its ability to change and develop, and its public image. In addition, online communication can generate reputational advantages by strengthening stakeholder relationships and building social capital for the organization. [Copyright &y& Elsevier]