• Korean journal of communication and information
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• v.30
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• pp.203-237
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• 2005

The purpose of this study is to find a model that can measure the public relations programs based on the assumption that the public relations should aim to lift the corporate reputation. It is a trend that corporate's activities are to be measured from the standpoint of cost-benefit efficiency. However, public relations fields in Korea is left behind this trend because the fields lack in sophisticated model. In order to fill this gap, the researchers introduce the reputation measurement model that can calculate individual corporate public relations programs. In addition, this reputation model Is applied to Korean companies with the expectation of producing a PR index which ran be used to measure the reputation as corporate asset, or superbrand. This study examines the effects of superbrand on consumers according to the media use. Based on the expert group interviews and surveys on consumers, the factors of reputation are drawn. These factors contribute to find reputation model and measurement index which are again applied to measure the Korean companies' public relations programs. Using superbrand as dependent variables and managing abilities, corporate responsibility, corporate communication, and product/employee quality, this study seeks to find which factor specifically attribute to lift corporate reputation. Results show that each factor influences the corporate reputation positively. In addition, the researchers find that media use is moderately related to the superbrand building process in cognitive dimension.

• The Korean Journal of Financial Management
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• v.14 no.2
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• pp.151-179
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• 1997

이 논문에서는 자금조달과정에서 기업과 자금의 공급자간에 발생하는 정보 불균형의 문제를 해결함에 있어서 명성효과(reputation effect)에 근거한 기업스스로의 해결방안에 초점을 맞추었다. 어떤 형태의 부채가 기업으로 하여금 안전투자안을 선택하여 명성을 쌓을 유인을 제공할 수 있느냐 하는 문제이다. 이 같은 유인의 존재 여부는 기업이 자금의 공급자와 얼마나 자주 상호작용을 하느냐에 달려있다. 장기만기부채는 기업과 부채소유자간에 일회게임의 수행만을 가능케 하여 기업으로 하여금 명성을 쌓을 유인을 제공하지 못하지만 단기만기부채는 반복게임의 수행을 가능케 하여 기업으로 하여금 명성을 쌓을 유인을 제공함을 보였다.

• Journal of Digital Convergence
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• v.17 no.3
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• pp.93-106
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• 2019

This study examined how four domains of corporate social responsibility (CSR) affect the trust and distrust of corporations and contribute to their reputation. In particular, this study examined the mediation role of trust and distrust between CSR domains and reputation. The results showed that ethical responsibility and philanthropic responsibility had influence on trust. Legal responsibility had a significant effect on the distrust. Companies that did not fulfill legal responsibilities were more likely to be distrusted. The influence of trust on corporate reputation was significant. The results of this study indicated that trust was a mediator between ethical responsibility, philanthropic responsibility, and reputation. Economic responsibility had a direct influence on reputation. Theoretical and practical implications for strategic approach in each CSR domain are discussed.

• Korean journal of communication and information
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• v.45
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• pp.496-532
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• 2009

With the turn of the 21st century, corporate legitimacy is at risk. The society is demanding even greater responsibility to the corporations in return of exercising its enlarged influencing power. As the legitimacy is threatened, entrepreneurial activities have become even more important than ever in order to obtain trust from the public and to be accepted as an ethical enterprise. This study assumes corporate legitimacy as the necessary element in overcoming the crisis. With this respect, it further states what kind of effect the exercise of corporate reputation and social responsibility have on ensuring corporate legitimacy in crisis. To verify the purpose of this study, two research hypotheses and one research question were set. The major research results and the implications are as follows. First, the corporate reputation of Samsung Heavy Industries affects the corporate actional legitimacy in case of crisis. Second, recognition on corporate legitimacy varied in accordance with the public’s perception of the corporate social responsibility. Third, the interaction between corporate reputation and social responsibility plays a role in determining corporate legitimacy. This result denotes that it is necessary to exercise social responsibility and build up corporate reputation in order to obtain corporate legitimacy in crisis.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.2
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• pp.17-25
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• 2015

This research is to analyze the mediating effect of corporate reputation between the organizational slack and corporate performance in venture SMEs. That is, after controlling the firm size, firm age, social capital, environmental uncertainty, we test three hypothesis. First, we test the hypothesis that organizational slack has a positive effect on corporate reputation. Second, we test the hypothesis that corporate reputation has a positive effect on corporate performance. Third, we test the positive mediating role of corporate reputation between organizational slack and corporate performance. For this research, we administered the questionnaire surveys, and got the 250 effective data(companies) of korean venture SMEs. We use SPSS 18.0, and analysis the validity, reliability, correlation and multiple regression analysis of research model. As a result, we can find the three meaningful results. First, organizational slack, especially not absorbed slack but unabsorbed slack, has positive effect on the corporate reputation. Second, corporate reputation has positive effect on corporate performance. Third, corporate reputation has mediating effect between organizational slack, especially not absorbed slack but unabsorbed slack, and corporate performance. Although this research has some limitations of generalization because of the limited size of samples, we has meaning information related to the venture companies in the academic and business field.

• Korean journal of communication and information
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• v.60
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• pp.75-103
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• 2012

The purpose of this study is to explore the meaning and the effect of communication as social capital, which needs to be evaluated empirically focusing on corporate reputation. Also, it tried to analyze consumers' communication network in the structural, substantial, and relational level, which is to verify how characteristics and meanings of communication network structure affect to a good corporate reputation. A survey toward 200 participants was conducted during 5 days from March 29 to April 3, 2012. Characteristics of communication network structure of a corporation with higher reputation is analyzed using the index such as degree, degree centrality, and density. The findings of the study show that a corporation with higher reputation has higher network degree, degree centrality, and density compared to a corporation with lower reputation. Consumers of a corporation with higher reputation get information from various overlapping sources. It allows them to share similar interpretation, which could elevate the degree, degree centrality, and density of network. It also proved that when the network density is high, a corporation with higher reputation can distribute information much faster and easier. Moreover, in the substantial level of social capital, product/service information network has high degree and density rather than corporate issue information network. Likewise, degree and density of information acquisition network was higher than those of information provision network. Also, this study verified the effect and relationship between the network structure characteristics and corporate loyalty in a relational level. In this way, the positive effect of the degree centrality on corporate loyalty was supported. In conclusion, as consumers share more information from overlapping sources, the degree of communication network gets higher. Throughout this network, the diffusion of information among consumers would be activated, and this confirmed that corporate reputation and corporate loyalty is closely related.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.388-408
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• 2021

Recently, the importance of B2B CSR is being highlighted. Meanwhile, in B2B marketing, salesperson is widely recognized as a key resource influencing supplier firm performance. Therefore, the author paid attention to the role of supplier CSR reputation in customer-salesperson interaction process. So, this study collected dyadic data from 161 B2B purchasing managers and salespersons interacting with them. For customers, a supplier CSR reputation increased customer citizenship behavior and customer long-term orientation. With salespersons, they experienced less burnout due to interacting with customers having higher customer citizenship behavior and long-term orientation. Moreover, the results confirmed that a supplier CSR reputation lowered salespersons' emotional exhaustion through two serial-multiple mediation paths. This research verified that customers' perception and responses to supplier's CSR significantly influence B2B salesperson burnout.

• Journal of Korea Society of Industrial Information Systems
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• v.15 no.5
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• pp.247-257
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• 2010

Social responsibility of enterprises has recently been emphasized in practice. However, most of the previous studies on social responsibility has been mainly made on the large enterprises, not including small and medium enterprises. This study investigates the literature of previous studies and conducts the survey to find out how the fitness of small and medium enterprises' social responsibility affects corporate reputation and purchase intention. According to the analysis results of 101 valid responses, the study shows that fitness of small and medium enterprises' social responsibility affects corporate reputation and purchase intention, and corporate reputation has an effect on purchase intention. The results of this study may provide many small and medium enterprises with guidelines for their social responsibility activities.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.3
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• pp.27-38
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• 2015

Recently, Corporate Social Responsibility(CSR) is essential firm activity to establish favorable firm true and sustainability management. However, there has been a controversy over the relationship between CSR and financial performance, also, it has been a little research that investigate relationship between CSR, firm reputation in firm level and firm true, firm loyalty in financial institution. This paper investigate empirically relationship between CSR activities, firm reputation and firm loyalty, moderating effect of firm true on the relationship between CSR activities, firm reputation and firm loyalty. Results were computed using SPSS 20.0 statistical analysis programs. The results are summarized as follows. First, The elements of CSR activities are divided into four factor, such as economic, ethical, consumer protection and environmental responsibilities. In the results of the analyses, consumer protection responsibility, economic reliability and business management skill positive affects the reliability of firm. Second, testing its mediating role, I use the three regression equation models by Baron and Kenny. When the mediator effect of firm true on firm loyalty was represented, the effect of CSR and firm reputation was statistically significant or diminished. Thus, the mediating role of firm true was supported. It means the higher the CSR and corporation reputation activities are, the higher the firm true is, further the higher level of firm true can enhance firm loyalty.

• Asia Marketing Journal
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• v.9 no.1
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• pp.73-102
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• 2007

The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws a lot of interests among Brand, PR and IR mangers recently. We have tested 3 hypotheses and have developed a relationship mechanism how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, used Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influenced the company's brand orientation positively and this brand one influenced reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these 3 intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.