Corporate Reputation and Return on Investment (ROI): Measuring the Bottom‐Line Impact of Reputation

Comprehending CSR messages: applying the elaboration likelihood model

“…Corporate image has been a notoriously difficult construct for communication scholars to conceptualize, in large part, because image has been used in a variety of disparate contexts and is often conflated with similar concepts, in particular identity and reputation (Kim and Yang, 2013; Nekmat et al , 2014; Gotsi and Wilson, 2001; Alvesson, 1990; Grunig, 1993; Gilpin, 2010; Cornelissen, 2000; Cian and Cervai, 2014).…”

“…However, scholars have generally distinguished the two in a variety of ways. The most common are that reputation represents an aggregation of all stakeholder opinions, whereas image reflects the judgment of only an individual; that reputation constitutes a judgment made over time, whereas image evaluations occur more in isolated moments; and that reputational assessments are relatively enduring and stable, whereas perceptions of image can be more fleeting (Nekmat et al , 2014; Cian and Cervai, 2014; Gotsi and Wilson, 2001; Alvesson, 1990; Cornelissen, 2000; Kim and Yang, 2013).…”