Managing corporate respectability: Concept, issues, and policy formulation
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 March 2005
Abstract
Purpose
With growing literature on corporate reputation, different perspectives are being reported on the concept of corporate reputation. These stem from different sets of issues to be managed, and various disciplinary competencies brought to bear on them. This paper presents a review of these efforts.
Design/methodology/approach
Additionally, a new methodological basis for understanding perceptions of corporate reputation is presented. This paper introduces social judgement theory as a potentially useful theoretical and methodological basis for understanding perceptions of corporate respectability.
Findings
Though it is generally recognized that subjectivity plays an important role in the assessment of reputation, that people rely on naïve theories of judgement to make such assessments, and that subjective or clinical judgements are generally not accurate, investigations of the process by which corporate respectability is assessed are not generally reported. However, a computerized procedure facilitates identification, measurement and reporting of judgemental sources of assessment of corporate respectability.
Research limitations/implications
This paper provides an account of an empirical study as an example of how the procedure described here can be used for both research and practical application in formulating corporate reputation policy.
Practical implications
The procedure described here can be used for both research and practical application in formulating corporate reputation policy. The approach presents an alternative approach to the assessment of corporate respectability.
Originality/value
The description of policies in terms of parameters of the judgement process provides an operational definition of the decision makers’ cognitive sets about the domain of corporate respectability. This information would prove invaluable in developing and implementing a judgement‐based decision support system for the benefit of managers of public relations, corporate communications, and corporate reputation.
Keywords
Citation
Dhir, K.S. and Vinen, D. (2005), "Managing corporate respectability: Concept, issues, and policy formulation", Corporate Communications: An International Journal, Vol. 10 No. 1, pp. 5-23. https://doi.org/10.1108/13563280510578178
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited