Shared meaning at the intersection of NPO reputation and trust: a personification perspective
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 3 September 2020
Issue publication date: 16 February 2021
Abstract
Purpose
The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights.
Design/methodology/approach
This study is devoted to the analysis of the interplay of NPO trust and reputation combining semantic network analysis with a personification approach. The data are collected via semi-structured interviews with 482 individuals.
Findings
The present results reveal both common (e.g. charitable, credible) and unique (e.g. illuminating, nice) personality traits. Findings also demonstrate that reputation is a broader concept than trust, with more characteristics. Moreover, it is possible to state that NPOs deemed reputable have a 50% chance of being trusted.
Research limitations/implications
Clearly delineating the relationship between the concepts of NPO trust and reputation has certain conceptual significance and practical value. As traits are grouped in the existing taxonomy categories based on the analysis, it could contribute to improving understanding of these constructs, as well as a modification in the existing classification.
Practical implications
This study aims to assist NPO managers by providing a list of ideal traits for NPO reputation and trust. It can serve as a guide for managers to assess their own perceptions, for comparison with those of competitors.
Originality/value
To the authors' knowledge, this study is the first attempt to provide an interrelated perspective to the study of NPO trust and reputation through semantic network and personification approach.
Keywords
Citation
Türkel, S., Uzunoğlu, E. and Misci Kip, S. (2021), "Shared meaning at the intersection of NPO reputation and trust: a personification perspective", Corporate Communications: An International Journal, Vol. 26 No. 1, pp. 124-142. https://doi.org/10.1108/CCIJ-01-2020-0018
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited