Advance Search

Exploring corporate reputation variables to measure personal reputations

De la Rey Van der Waldt
North-West University
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Exploring corporate reputation variables to measure personal reputations. (2022). Communicare: Journal for Communication Studies in Africa, 36(2), 75-93. https://doi.org/10.36615/jcsa.v36i2.1570
  • Articles
  • Submited: October 11, 2022
  • Published: October 13, 2022

Abstract

This explorative article qualitatively describes reputation variables that are applicable to both
corporate and personal reputations: identity, image, branding, personality, behaviour, culture,
ethics and storytelling. The research problem is concerned with the fact that personal reputations
are not studied with the same intensity as corporate reputations are. In the context of corporate
communication, the question arises as to whether variables that measure corporate reputation
can be applied to the assessment of personal reputations. The article aims firstly to describe the concepts which define reputations, both corporate and personal, from a corporate communication perspective, and secondly to describe ways of
assessing corporate reputation, in order to suggest their application to personal reputation. In
doing so, the article attempts to ground corporate reputation within the meta-theoretical context
of corporate communication, according to the traditions of Van Riel (1995) and Van Riel and
Fombrun (2007). The article concludes that the Reputation Quotient (RQ) can be applied to measure personal
reputations. This measurement instrument includes all the assessment criteria of the Reputation
Institute’s (2017) the RepTrak®, as well as the criteria of the Authentic Personal Governance
Model, and the Personal Balanced Scorecard Framework proposed by Rampersad and Hussain
(2014). The article does not attempt to elaborate upon a personality analysis of individuals, but is
concerned with the possible application of corporate reputation measurement variables to
measure the reputation of individuals.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Abratt, R. & Mofokeng, T. N. (2001). Development and management of corporate image in South Africa. European Journal of Marketing, 35(3/4): 368-386.
  2. https://doi.org/10.1108/03090560110382075
  3. Argenti, P. A. & Druckenmiller, B. (2004.) Reputation and corporate brand. Corporate Reputation Review, 6(4): 368-374.
  4. https://doi.org/10.1057/palgrave.crr.1540005
  5. Aula, P. & Mantere, S. (2008). Strategic reputation management: Towards a company of good. New York: Routledge.
  6. Balmer, J. M. T. (2008). Identity-based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, 42(9): 879. Retrieved August 4, 2011, from: Emerald: http://0-www.emeraldinsight.com.innopac.up.ac.za/Insight/ViewContentServlet?contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/0070420902.html
  7. https://doi.org/10.1108/03090560810891055
  8. Balmer, J. M. T. & Gray, E. R. (1999). Corporate identity and corporate communications: Creating a competitive advantage. Corporate Communications: An International Journal, 4(4): 171-177.
  9. https://doi.org/10.1108/EUM0000000007299
  10. Balmer, J. M. T. & Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7): 972-997. Retrieved August 5, 2011, from: Emerald: http://0-www.emeraldinsight.com.innopac.up.ac.za/Insight/ViewContentServlet? contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/0070370701.html
  11. https://doi.org/10.1108/03090560310477627
  12. Balmer, J. M. T. & Greyser, S. A. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. New York: Routledge Taylor & Francis.
  13. https://doi.org/10.4324/9780203422786
  14. Balmer, J. M. T. & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7): 730. Retrieved August 4, 2011, from: Emerald: http://0-ww.emeraldinsight.com.innopac.up.ac.za/Insight/ViewContentServlet? contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/0070400701.html
  15. https://doi.org/10.1108/03090560610669964
  16. Barnett, M. L., Jermier, J. M. & Lafferty, B. A. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1): 26-38.
  17. https://doi.org/10.1057/palgrave.crr.1550012
  18. Bechan, N. 2008. Top determinants of corporate reputation management. Communicare, 27(1&2): 1-18
  19. Botsman, R. (2012). Welcome to the new reputation economy. Retrieved July 4, 2011, from: http://www.wired.co.uk/article/ welcome-to-the-new-reputation-economy
  20. BrandZ. 2017. What is BrandZ? Retrieved March 17, 2011, from: http://www.wpp.com/wpp/marketing/ brandz/what-is-brandz/
  21. Bromley, D. B. (2001). Relationships between personal and corporate reputation. European Journal of Marketing, 35(3/4):316-334.
  22. https://doi.org/10.1108/03090560110382048
  23. Carmeli, A. & Tishler, A. (2004). The relationship between intangible organizational elements and the organizational performance. Strategic Management Journal, 25: 1257-1278.
  24. https://doi.org/10.1002/smj.428
  25. Cooper, D. R. & Schindler, P. S. (2003). Business research methods, 8th ed. New York,: McGraw-Hill.
  26. Creswell, J. W. (2010). Mapping the landscape of mixed methods research. Lincoln: University of Nebraska, Manitoba: University of Manitoba. Power Point Lecture, March 26, 2010.
  27. Davies, G. (2013). In support of personality as measure of reputation - A rejoinder to Clardy's 'Organizational reputation: issues in conceptualization and measurement'. Corporate Reputation Review, 16(2): 168-173.
  28. https://doi.org/10.1057/crr.2013.7
  29. Davies, G., Chun, R., Da Silva, R. V. & Roper, S. (2003). Corporate reputation and competitiveness. London: Routledge.
  30. De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1-3): 157-179. Retrieved July 7, 2011, from: https://scholar.google.co.za/scholar?start=10&q=marketing+reputation&hl=en&as_sdt=0,5
  31. https://doi.org/10.1362/026725799784870432
  32. Doorley, J. & Garcia, H. F. (2007). Reputation management: the key to successful public relations and corporate communication. 2nd ed. London: Routledge.
  33. https://doi.org/10.4324/9780203961483
  34. Doorley, J. & Garcia, H. F. (2011). Reputation management: the key to successful public relations and corporate communication. 3rd ed. London: Routledge. Retrieved March 13, 2017, from: https://books.google.co.za/books?id=TWqUAgAAQBAJ&pg=PA2&source=gbs_toc_r&cad=2#v=onepage&q&f=false.
  35. https://doi.org/10.4324/9780203876862
  36. Ethics Resource Center. (2011). Building a corporate reputation of integrity. Retrieved March 13, 2017, from: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwisgfHT79LSAhUIB8AKHVNgDBEQFggbMAA&url=http%3A%2F%2Fwww.uni.edu%2Frsp%2Fsites%2Fdefault%2Ffiles%2FERC%2520Corporate%2520Guide.pdf&usg=AFQjCNH9UFksZERhWcs5g41jqrSjswmxGg.
  37. Fombrun, C. J. & Van Riel, C. (2004). Fame and fortune: How successful companies build winning reputations. Upper Saddle River, NJ: Financial Times Prentice Hall.
  38. Fombrun, C. J. & Van Riel, C. (2007). Essentials of corporate reputation. New York: Routledge.
  39. https://doi.org/10.4324/9780203390931
  40. Frandsen, S. 2012. Organizational image, identification, and cynical distance: prestigious professionals in a low-prestige organization. Management Communication Quarterly, 26(3): 351-376.
  41. https://doi.org/10.1177/0893318912438692
  42. Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1): 123-141.
  43. https://doi.org/10.1177/1470593115607942
  44. Gotsi, M. & Wilson, A. M. (2001a). Corporate reputation management: "Living the brand". Management Decision, 39(2): 99-104.
  45. https://doi.org/10.1108/EUM0000000005415
  46. Gotsi, M. & Wilson, A. M. (2001b). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1): 24. Retrieved August 6, 2011, from: Emerald: http://0-www.emeraldinsight.com.innopac.up.ac.za/Insight/ViewContentServlet?contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/1680060104.html
  47. https://doi.org/10.1108/13563280110381189
  48. Harris, F. & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3): 441. Retrieved August 6, 2011, from: Emerald: http://0-www.emeraldinsight.com.innopac.up.ac.za/Insight/ViewContentServlet?contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/0070350310.html
  49. https://doi.org/10.1108/03090560110382101
  50. Harris Poll EquiTrend®. (2017). EquiTrend rankings. Retrieved March 17, 2011, from: http://www.theharrispoll.com/equitrend-rankings/2016
  51. Harris, L. & Rae, A. (2011). Building a personal brand through social networking. Journal of Business Strategy, 32(5): 14-21.
  52. https://doi.org/10.1108/02756661111165435
  53. Hatch, M. J. & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8): 1041-1064.
  54. https://doi.org/10.1108/03090560310477654
  55. Hesse-Biber, S. N. & Leavy, P. (2004). Approaches to qualitative research: A reader on theory and practice. Oxford: Oxford University Press.
  56. Hsu, S. H., Chang, J. W. & Lee, C. C. (2013). designing attractive gamification features for collaborative storytelling websites. Cyberpsychology, Behavior, and Social Networking, 16(6): 428-435.
  57. https://doi.org/10.1089/cyber.2012.0492
  58. Hutton, J. G., Goodman, M. B., Alexander, J. B. & Genest, C. M. (2001). Reputation management: The new face of corporate relations? Public Relations Review, 27: 247-261.
  59. https://doi.org/10.1016/S0363-8111(01)00085-6
  60. Karaduman, I. (2013). The effect of social media on personal branding efforts of top level executives. Procedia: Social and Behavioral Sciences, 99: 465-473.
  61. https://doi.org/10.1016/j.sbspro.2013.10.515
  62. Karnaukhova, N. A. & Polyanskaya, E. V. (2016). Communication and reputation as essentials for the positioning of an organization. AI &Society, 31(3): 371-379.
  63. https://doi.org/10.1007/s00146-015-0621-8
  64. Koekemoer, L. (2014). Marketing communication: An integrated approach. Cape Town: Juta.
  65. Lair, D. J., Sullivan, K. & Cheney, G. (2005). Marketization and the recasting of the professional self: The rhetoric and ethics of personal branding. Management Communication Quarterly, 18(3): 307-343.
  66. https://doi.org/10.1177/0893318904270744
  67. Lloyed, S. & Mortimer, K. (2006). Corporate reputation: Seeing through the eye of the beholder. AUT University. Retrieved March 13, 2011, from: https://www.google.co.za/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=0ahUKEwiVrOSa7tLSAhVmCsAKHQWDDoYQFggaMAE&url=http%3A%2F%2Fwww.anzmac.org%2Fconference_archive%2F2006%2Fdocuments%2FLloyd_Stephen2.pdf&usg=AFQjCNFXz86nLEWk_FIducClvb40i9Jpbg.
  68. Makkai, J. A. (2016). Personal branding of contemporary novelists in the digital age. Journal of Media Research, 9(2): 100-105.
  69. Maurya, U. K., Mishra, P., Anand, S. & Kumar, N. (2015). Corporate identity, customer orientation and performance of SMEs: Exploring the linkages. Indian Institute of Management Bangalore (IIMB) Management Review, 27(3): 159-174.
  70. https://doi.org/10.1016/j.iimb.2015.05.001
  71. Melewar, T. C., Karaosmanoglu, E. & Paterson, D. (2005). Corporate identity: concept components and contribution. Journal of General Management, 31(1): 59-81.
  72. https://doi.org/10.1177/030630700503100104
  73. Mittins, M., Abratt, R. & Christie, P. (2011). Storytelling in reputation management: The case of Nashua Mobile South Africa. Management Decision, 49 (3): 405-421.
  74. https://doi.org/10.1108/00251741111120770
  75. Mumby, D. K. (2016). Organizing beyond organization: Branding, disclosure and communicative capitalism. Organization, 23(6): 1-24.
  76. https://doi.org/10.1177/1350508416631164
  77. Online Etymology Dictionary. (2017). Retrieved April 4, 2011, from: http://www.etymonline.com/
  78. Oravec, J. A. (2012). Deconstructing "personal privacy" in an age of social media: information control and reputation management decisions. International Journal of the Academic Business World, 6(1): 95-104.
  79. Pera, R., Viglia, G. & Furlan, R. (2016). Who am I? How compelling self-storytelling builds digital personal/individual reputation. Journal of Interactive Marketing, 35: 44-55.
  80. https://doi.org/10.1016/j.intmar.2015.11.002
  81. Perreault, W. D. & McCarthy, E. J. (2002). Basic marketing: A global-managerial approach, 14th ed. Boston: McGraw-Hill Irwin.
  82. Pritchard, M. (2017). The application of the expressiveness quotient in the analysis of responses to social media parody accounts. Unpublished D-Tech Thesis. Pretoria: Tshwane University of Technology.
  83. Puth, G. (2016). Brand as symbol. Retrieved August 26, 2016, from: http://blog.etal.co.za/index.php/brand-as-symbol/
  84. Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Personal Improvement, 47(6): 34-37.
  85. https://doi.org/10.1002/pfi.20007
  86. Rampersad, H. K. (2009). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand. Charlotte, NC: Information Age Publishing.
  87. Rampersad, H. K. & Hussain, S. (2014). Authentic governance. Zurich: Springer International Publishing. Retrieved July 7, 2016, from: https://scholar.google.co.za/scholar?hl=en&q=Rampersad+%282014%29+developed+the+personal+balanced+scorecard+&btnG=&as_sdt=1%2C5&as_sdtp=
  88. Reddiar, C., Kleyn, N. & Abratt, R. (2012). Director's perspectives on the meaning and dimensions of corporate reputation. South African Journal of Business Management, 43 (3): 29-39.
  89. https://doi.org/10.4102/sajbm.v43i3.472
  90. Reputation Institute. 2014. Playing to win in the reputation economy: 2014 annual reputation leaders study.
  91. Reputation Institute. (2017). RepTrak®. Retrieved March 20, 2017, from: https://www.reputationinstitute.com/reptrak-framework.aspx
  92. Rokka, J., Karlsson, K. & Tienari, J. (2014). Balancing acts: Managing employees and reputation in social media. Journal of Marketing Management, 30(7-8): 802-827.
  93. https://doi.org/10.1080/0267257X.2013.813577
  94. Russell, J. T. & Lane, W. R. (2002). Kleppner's advertising procedure. Upper Saddle River, NJ: Prentice Hall.
  95. Sandel, M. J. (2010). Justice: what's the right thing to do? Paris: Farrar, Straus and Giroux.
  96. https://doi.org/10.1037/e597132010-001
  97. Schweizer, T. S. & Wijnberg, N. M. (1999). Transferring reputation to the corporation in different cultures: Individuals, collectives, systems and strategic management of corporate reputation. Corporate Reputation Review, 2(3): 249-266.
  98. https://doi.org/10.1057/palgrave.crr.1540083
  99. Steyn, B. (2007). Contribution of public relations to organizational strategy formulation. In Toth, E. L. (ed.), The future of excellence in public relations and communication management: challenges for the next generation. Mahwah, NJ: Lawrence Erlbaum.
  100. The Chartered Institute of Management Accountants. (2007). Corporate reputation: perspectives of measuring and managing a principal risk. London. June 2007. Retrieved September 19, 2016, from: http://www.cimaglobal.com/Documents/Thought_leadership_docs/cid _exrep_corporate_reputation_june07.pdf
  101. Van der Waldt, D. L. R. (2011). Corporate reputation: Myth or mission. Pretoria: Tshwane University of Technology: Unpublished Inaugural Lecture. 5 May 2011.
  102. Van der Waldt, D. L. R. (2015). Corporate reputation management through integrated communication. In D. Mulder, & I. Niemann-Struweg (eds.), Strategic integrated communication. Pretoria: Van Schaik Publishers. pp. 103-134.
  103. Van Riel, C. B. M. (1995). Principles of corporate communication. London: Prentice Hall.
  104. Van Riel, C. B. M. & Rampersaad, C. J. (2007). Essentials of corporate communication. Routledge: London.
  105. https://doi.org/10.4324/9780203390931
  106. Vitberg, A. (2010). Developing your personal brand equity. Journal of Accountancy, July 2010.
  107. Walsh, G. & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of Academic Marketing Science, 35: 127-143.
  108. https://doi.org/10.1007/s11747-007-0015-7
  109. Walsh, G., Mitchell, V., Jackson, P. R. & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: a customer perspective. British Journal of Management, 20: 187-203.
  110. https://doi.org/10.1111/j.1467-8551.2007.00557.x
  111. Zarkada, A. (2012). Concepts and constructs for personal branding: an exploratory literature review approach. Retrieved March 13, 2017, from: https://scholar.google.com/scholar?q=Zarkada,+A.++2012.++Concepts+and+constructs+for+personal+branding:+An+exploratory+literature+review+approach.&hl=en&as_sdt=0&as_vis=1&oi=scholart&sa=X&ved=0ahUKEwi1pLvr_dLSAhVrCcAKHeuTBhcQgQMIGTAA
  112. https://doi.org/10.2139/ssrn.1994522
  113. Zinko, R., Ferris, G, R., Humphrey, S.E., Meyer, C.J. & Aime, F. (2012). Personal/individual reputation in organizations: two-study constructive replication and extension of antecedents and consequences. Journal of Occupational and Organizational Psychology, 85: 156-180.
  114. https://doi.org/10.1111/j.2044-8325.2010.02017.x
How to Cite
Exploring corporate reputation variables to measure personal reputations. (2022). Communicare: Journal for Communication Studies in Africa, 36(2), 75-93. https://doi.org/10.36615/jcsa.v36i2.1570

Send mail to Author

Send Cancel

Similar Articles

You may also start an advanced similarity search for this article.

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate