Corporate Reputation and its Social Responsibility: a Comprehensive Vision

Abstract

How a firm is portrayed in the context in which it operates is the most important element regarding the present and future perception that consumers, suppliers, and all stakeholders have of such a company. Furthermore, the actions carried out by an enterprise significantly affect the image, reputation, awareness and opinion that others have, that is the firm’s reputation. Literature has analyzed the evolution of corporate reputation identifying major research lines and frameworks published until nowadays. However, there is still lack of a unified comprehensive review analyzing the relation between CR and Corporate Social Responsibility. The present study covers this gap by complementing Fetscherin and Usunier’s (2012) study. Specifically, focusing on: i) workplace (employees); ii) marketplace and financial performance; iii) operations, innovation and stakeholder relations; iv) corporate image, branding, and marketing; we establish a link between the different factors that affect Corporate Reputation and their interrelations. Additionally, it is detailed the managerial implications of the evidenced relation, in order to improve the business strategy and achievement of a competitive advantage.