Shared meaning at the intersection of NPO reputation and trust : a personification perspective

Purpose: The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights. Design/methodology/approach: This study is devoted to the analysis of the interplay of NPO trust and reputation combining semantic network analysis with a personification approach. The data are collected via semi-structured interviews with 482 individuals. Findings: The present results reveal both common (e.g. charitable, credible) and unique (e.g. illuminating, nice) personality traits. Findings also demonstrate that reputation is a broader concept than trust, with more characteristics. Moreover, it is possible to state that NPOs deemed reputable have a 50% chance of being trusted. Research limitations/implications: Clearly delineating the relationship between the concepts of NPO trust and reputation has certain conceptual significance and practical value. As traits are grouped in the existing taxonomy categories based on the analysis, it could contribute to improving understanding of these constructs, as well as a modification in the existing classification. Practical implications: This study aims to assist NPO managers by providing a list of ideal traits for NPO reputation and trust. It can serve as a guide for managers to assess their own perceptions, for comparison with those of competitors. Originality/value: To the authors' knowledge, this study is the first attempt to provide an interrelated perspective to the study of NPO trust and reputation through semantic network and personification approach.