Research Summary
Research Summary
Corporate Reputation
Description
Stephen A. Greyser is undertaking an empirical analysis of
corporate reputation based on interviews conducted by Opinion Research
Corporation with more than four thousand executives in nineteen
countries. His study is examining public awareness of, familiarity
with, and overall favorability towards, corporations, as well as a
variety of specific image attributes and 'maintaining and enhancing'
behaviors-support for a company in difficult times, willingness to
invest, receptivity to business alliances. Efforts are also being made
to link positive and negative corporate reputations to financial
performance. A discussion of the concept of corporate reputation and
explanation of its components is provided in the paper 'Corporate
Reputation: Aid to Growth and Shield.' 'Environmental Behavior and
Corporate Reputation,' a related paper published in 1995, reported and
interpreted attitudes of the U.S. public towards corporate
environmental responsibility.