The Origin and Promise of Corporate Reputation

In the last three decades, we have witnessed a growing interest in the subject of corporate reputation from the academic and business communities. An overview of scientific output carried out by Kent Walker in 2010 found 1,559 publications on corporate reputation and related terms such as organizational identity, organizational image, corporate brand equity and corporate branding.[1]

In fact, company image is not a new concept in the area of marketing. On the contrary — it goes back to the 1950s, and to be more precise, to the article penned by Pierre Martineau (1958) in which he speaks about the benefits of enlarging the concept of brand image to corporate image.[2] This would mean creating ...

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