Does brand management of corporate reputation translate into higher market value?

Smith, Katherine Taken; Smith, Murphy; Wang, Kun

doi:10.1080/09652540903537030

Cited by 114 publications

(85 citation statements)

References 42 publications

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“…For the purposes of explaining why a positive corporate reputation brings benefits to the organization, we will focus firstly on the three theories most commonly referred in recent years: signalling theory, strategy theory, and the resource-based value theory. According to signalling theory (Smith, Smith, & Wang, 2010, Walker, 2010 reputation can be thought of as an informative sign about the organization's likely behaviour and quality performance. This increases the public's confidence in the organization's products and services, and the investor's trust in the organization's performance.…”

Section: Benefits Of Corporate Reputationmentioning

confidence: 99%

“…• (Smith, Smith, & Wang, 2010, Mahon, 2002, Walker, 2010 With these elements of analysis considered, an organization can determine whether it needs to reinforce its current position (if it already has a strong reputation), or work on the alignment of the aforementioned aspects: vision, culture (capabilities) and image (expectations). This will define the organization's strategic intent and allow for the development and implementation of a specific reputational strategy (Cornelissen, 2011).…”

Section: Strategic Management Of Reputationmentioning

confidence: 99%

“…This gap needs to be addressed given that signalling perceptions of corporate reputation can often be problematic for firms: consumers are not always able to reliably capture the organization's position from its financial statements or annual reports. In this case, external signals of brand image (such as corporate reputation rankings) could provide value-relevant information to the market, as well as help organizations measure their performance from an outside perception (Sarstedt & Schloderer, 2010, Smith, Smith, & Wang, 2010. The strategic management of reputation assumes that it is possible to measure the construct through time and improve its score.…”

Section: Measuring Corporate Reputationmentioning

confidence: 99%

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A new approach for measuring corporate reputation

Bahamonde²,

2014

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This study describes the concept of corporate reputation and reviews some of the major points that exist when it comes to measuring it. It thus suggests a new index for measurement and its advantages and disadvantages are pointed out. The consistency of the seven key variables for the collecting indicator is described by the results of a factor analysis and correlations. Finally, the indicator is put to test by gathering the perception of corporate reputation of 1500 individuals for 69 companies belonging to 15 different industrial sectors, in Peru. The results indicate that the proposed index variables are not necessarily of greatest interest to the study sample in which companies have a better performance. Also greater memorial companies aren't necessarily those that enjoy a greater corporate reputation. Managerial implications for the organizations in the process of managing and monitoring the dimensions involved of this key asset are also referenced.

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Section: Benefits Of Corporate Reputationmentioning

confidence: 99%

Section: Strategic Management Of Reputationmentioning

confidence: 99%

Section: Measuring Corporate Reputationmentioning

confidence: 99%

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A new approach for measuring corporate reputation

Bahamonde²,

2014

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“…The association with, and expectation of, a corporate brand by stakeholders adds value to an organisation, product or services and builds corporate brand equity (Shamma & Hassan, 2011). Smith, Smith and Wang (2010) found that a positive brand image provides organisations with the opportunity to derive a market premium benefit. Their studies also found that not only does positive brand image lead to a higher market value premium but it also leads to better financial performance and a lower cost of capital.…”

Section: The Importance Of Corporate Brandsmentioning

confidence: 99%

What is your corporate brand worth? A guide to brand valuation approaches

Reyneke

Abratt

Bick

2014

SAJBM

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Brand league tables are becoming very popular as a reflection of the performance of an organisation. Stakeholders also view the ranking of brands as an important yardstick when forming a brand image. This article reviews the available approaches to brand valuation. The research followed a case study methodology. The case site that was used for this study was The South African Gold Coin Exchange. The main objective of this study was to calculate the value of the corporate brand of one company using different methods. The aim was to show that the value of the brand is highly dependent on the method used. In total twelve senior managers and directors were interviewed. It then calculates the value of the South African Gold Coin Exchange Brand using a number of different models. There is a different result under each approach. It has been established that different models are more appropriate than others depending on the manager's valuation objectives. This research is a single case study and therefore future research should have an increased sample size and be a cross industry study. Managers are often confronted with the problem of deciding which valuation method to use as there are many alternative approaches. We provide guidance for managers who want to perform a brand valuation of their organisation.

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“…Similarly, marketing constructs like strategic positioning, differentiation, and image have also shown a positive effect on the organization (Banker, Hu, Pavlou, and Luftman, 2011;Mazzarol and Soutar, 2008). Additionally, the literature review revealed a number of studies that investigated the relationship between image as a construct and the performance of the organization using different measures for the performance including shareholder value, stock returns, and profitability (Roberts & Dowling, 2002;Smaiziene, 2008;Smith, Smith, & Wang, 2010). on the corporate performance (Husted & Salazar, 2006;Laszlo, 2008;Moneva & Ortas, 2010;Russo & Fouts, 1997;Waddock & Graves, 1997).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Triple Bottom Line on Strategic Positioning: An Exploratory Case Study on Differentiation through Image

Alhaddi¹

2014

JMS

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Using grounded theory as a methodological approach, the influence of triple bottom line (TBL) was explored as an emerging, yet substantially important phenomenon on strategic positioning through image differentiation. This study makes a contribution to the sustainability scholarship (TBL as a subset of sustainability) and the marketing scholarship by introducing and exploring the dynamics among TBL, strategic positioning, differentiation, and image. This is done by presenting The Influence of TBL on Strategic Positioning Framework, which illustrates how these four variables are connected. This work also contributes to strategic management, social investing, and human resource scholarship by suggesting the positive impact of the TBL Image (a term defined and introduced in this study) on developing long term strategies, talent acquisition and retention, and business growth within a global organization.

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Does brand management of corporate reputation translate into higher market value?

Cited by 114 publications

References 42 publications

A new approach for measuring corporate reputation

A new approach for measuring corporate reputation

What is your corporate brand worth? A guide to brand valuation approaches

The Influence of Triple Bottom Line on Strategic Positioning: An Exploratory Case Study on Differentiation through Image

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