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A review of the uses of corporate reputation: Different perspectives and definitions

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This paper reviews the uses of corporate reputation, particularly in developing a brand image strategy. It is essential to further investigate the importance and the uses of well-developed corporate reputation in order to improve the resources needed to develop a firm's strategic value and brand image strategy. Drawing from six areas of reputation study, that is, public relations, marketing, management, economics, sociological, and finance and accounting, where the uses of corporate reputation have been constructed as a concept, an attempt is made to identify and integrate the arguments within the theoretical paradigms into a cohesive synthesis, which shows the uses of corporate reputation. Theoretical and managerial implications of the uses of reputation are discussed, with suggestions for developing a brand image strategy.
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Keywords: CORPORATE REPUTATION; ECONOMICS; FINANCE AND ACCOUNTING; LITERATURE REVIEW; MANAGEMENT; MARKETING; PUBLIC RELATIONS; SOCIOLOGICAL

Document Type: Research Article

Publication date: September 1, 2015

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