DENTCHEV, N. A.; HEENE, A. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2003
Corporate reputation is the result of a signaling activity (Shapiro, 1983), based on available information about a firms’ actions (Fombrun & Shanley, 1990, p. 234). Reputation is also a yardstick of the firm’s relative standing (Shenkar & Yuchtman-Yaar, 1997), routinely used by both internal...