Corporate Reputation

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.