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Corporate reputation and perceived risk in professional engineering services

Michael T. Ewing (Senior Lecturer at the School of Marketing, Curtin University of Technology, Perth, Western Australia)
Albert Caruana (Senior Lecturer in the Department of Marketing, University of Malta, Malta)
Ernest Rinson Loy (Professional Director (Training & Consultancy Services), Pro Dynamics Consultants Pte Ltd, Singapore)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 September 1999

1900

Abstract

The importance of corporate reputation is widely acknowledged in both contemporary and academic business writings. While reputation is a difficult concept to measure, managers frequently assume a positive relationship between business performance and corporate reputation. The literature avers that from a client’s perspective, a healthy reputation may act as a risk suppresser. In this empirical study, the nature of corporate reputation and risk aversion in professional engineering consultancies is examined. Findings support a three‐dimensional reputation construct, but there is no evidence to suggest that a good corporate reputation reduces clients’ perceived risk. Implications are drawn, limitations noted and directions offered for ongoing research.

Keywords

Citation

Ewing, M.T., Caruana, A. and Rinson Loy, E. (1999), "Corporate reputation and perceived risk in professional engineering services", Corporate Communications: An International Journal, Vol. 4 No. 3, pp. 121-128. https://doi.org/10.1108/13563289910288320

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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