Corporate reputation management: Living the brand

D. Gotsi, Alan Wilson

Research output: Contribution to journalArticle

82 Citations (Scopus)

Abstract

It is recognised that an organization's corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to "live the brand" is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization's corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.
LanguageEnglish
Pages99-104
Number of pages5
JournalManagement Decision
Volume39
Issue number2
DOIs
Publication statusPublished - 2001

Fingerprint

Reputation management
Corporate reputation
Employees
Staff
Brand value
Management process
Stakeholders

Keywords

  • marketing
  • branding
  • corporate image
  • competitive advantage
  • employee attitudes
  • corporate culture

Cite this

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Corporate reputation management: Living the brand. / Gotsi, D.; Wilson, Alan.

In: Management Decision, Vol. 39, No. 2, 2001, p. 99-104.

Research output: Contribution to journalArticle

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