According to Freeman (2010), Godfrey, Merrill and Hansen (2009) and Musteen, Datta and Kemmerer (2010), reputation is the opinion about a person, social group and an organization. The opinion is as a result of evaluation of criteria. Reputation happens as a result of the corporate branding in the area of the market. Reputation is seen as a sign of future actions and behavior. It also serves as a pledge that justifies and also promotes the expectations of a principal about the actions of the agent in the field of principal agent theory. Reputation is seen as a form of goodwill in accounting. It is also viewed as a manifestation of the identity of a corporation in the field of organization theory. Finally, reputation is a potential market entry barrier in the field of management. This is because if the corporate reputation of a business is negative, the market value of the business is low and the market entry is low compared to businesses that has a positive corporate reputation (Lange, Lee & Dai 2011). R...
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...0). Reputation as an Intangible Asset: Reflections on Theory and Methods in Two Empirical Studies of Business School Reputations. Journal of Management, 36 (3), 610-619.
Surroca, J., Tribó, J. A., & Waddock, S. (2010). Corporate Responsibility and Financial Performance: The Role of Intangible Resources. Strategic Management Journal, 31 (5), 463-490.
Walker, K. (2010). A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory. Corporate Reputation Review, 12 (4), 357-387.
Wisdom At Work (2013). Perception is Reality – Building and Managing Corporate Reputation. Hill+ Knowlton strategies Asia. Retrieved from http://asia.hkstrategies.com/perception-is-reality-building-and-managing-corporate-reputation/
Wood, D. J. (2010). Measuring Corporate Social Performance: A Review. International Journal of Management Reviews, 12 (1), 50-84
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