Perceived Organizational Reputation and Organizational Performance: An Empirical Investigation of Industrial Enterprises
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This study analyzes the complex set of relationships among perceived organizational reputation, firm's quality of products/services, customers' satisfaction and multiple performance measures. A path analysis shows that reputation is influenced by customers' satisfaction, which is a mediator in the relationship between the firm's quality of products/services and reputation. Reputation is associated with the firm's growth and accumulation of customers' orders, but is not directly associated with market share, profitability and financial strength. Market share influences a firm's profitability and is a function of the firm's growth and accumulation of customers' orders, but it has no influence on the firm's financial strength.
Keywordsreputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication perceived organizational reputation organizational performance customers' satisfaction quality of products/services
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