Employees' awareness of their impact on corporate reputation

Research output: Contribution to journalArticle

79 Citations (Scopus)

Abstract

Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation.

Original languageEnglish (US)
Pages (from-to)657-663
Number of pages7
JournalJournal of Business Research
Volume64
Issue number7
DOIs
StatePublished - Jul 2011

Fingerprint

Employees
Corporate reputation
Pride
Reputation management
Public trust
Affective commitment
Job satisfaction
Stakeholder relationships
Assignment
Empirical evidence
Managers
Stakeholders
Online survey
Interaction
Employers

Keywords

  • Corporate reputation
  • Internal brand building
  • Internal marketing
  • Internal reputation building
  • Pride

ASJC Scopus subject areas

  • Marketing

Cite this

Employees' awareness of their impact on corporate reputation. / Helm, Sabrina V.

In: Journal of Business Research, Vol. 64, No. 7, 07.2011, p. 657-663.

Research output: Contribution to journalArticle

@article{96543e06e0904b9d876e22a97fe5f885,
title = "Employees' awareness of their impact on corporate reputation",
abstract = "Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation.",
keywords = "Corporate reputation, Internal brand building, Internal marketing, Internal reputation building, Pride",
author = "Helm, {Sabrina V}",
year = "2011",
month = "7",
doi = "10.1016/j.jbusres.2010.09.001",
language = "English (US)",
volume = "64",
pages = "657--663",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",
number = "7",

}

TY - JOUR

T1 - Employees' awareness of their impact on corporate reputation

AU - Helm, Sabrina V

PY - 2011/7

Y1 - 2011/7

N2 - Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation.

AB - Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation.

KW - Corporate reputation

KW - Internal brand building

KW - Internal marketing

KW - Internal reputation building

KW - Pride

UR - http://www.scopus.com/inward/record.url?scp=79955371635&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=79955371635&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2010.09.001

DO - 10.1016/j.jbusres.2010.09.001

M3 - Article

AN - SCOPUS:79955371635

VL - 64

SP - 657

EP - 663

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 7

ER -