Employees' awareness of their impact on corporate reputation

Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are n...

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Bibliographic Details
Published in:Journal of business research Vol. 64; no. 7; pp. 657 - 663
Main Author: Helm, Sabrina
Format: Journal Article
Language:English
Published: New York Elsevier Inc 01.07.2011
Elsevier
Elsevier Sequoia S.A
Series:Journal of Business Research
Subjects:
Business reputation
Commitments
Consciousness
Corporate culture
Corporate reputation
Corporate reputation Pride Internal brand building Internal marketing Internal reputation building
Employees
Employers
Internal brand building
Internal marketing
Internal reputation building
Job satisfaction
Organizational behavior
Pride
Reputation management
Reputations
Role assignment
Satisfaction
Stakeholders
Strategic planning
Studies
U.S.A
Working conditions
Corporate reputation
Internal marketing
Internal reputation building
Internal brand building
Pride
ISSN:0148-2963, 1873-7978
Online Access:Get full text
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Summary:Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation.
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ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2010.09.001