Making Sense of Stakeholder Brand Reputations

A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation

Sylvia von Wallpach, Oliver Koll

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2) different measurement approaches that allow for a cross-stakeholder evaluation of brand reputations and (3) results of an international study on employee and
consumer reputation of a corporate brand with some 1500 respondents respectively. Our results suggest that brand reputation of different stakeholders may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation elements which are not intended. We discuss how brand management can and why it should use such results in their brand-building efforts.
Original languageEnglish
Publication date2017
Number of pages25
Publication statusPublished - 2017
Event3rd International Colloquium on Corporate Branding, Identity, Image and Reputation - Middlesex University , London, United Kingdom
Duration: 7 Sep 20178 Sep 2017
Conference number: 3

Conference

Conference3rd International Colloquium on Corporate Branding, Identity, Image and Reputation
Number3
LocationMiddlesex University
CountryUnited Kingdom
CityLondon
Period07/09/201708/09/2017

Bibliographical note

CBS Library does not have access to the material

Keywords

  • Brand Reputation
  • Brand Associations
  • Consensus
  • Match
  • Stakeholder

Cite this

von Wallpach, S., & Koll, O. (2017). Making Sense of Stakeholder Brand Reputations: A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation. Paper presented at 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation , London, United Kingdom.
von Wallpach, Sylvia ; Koll, Oliver. / Making Sense of Stakeholder Brand Reputations : A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation. Paper presented at 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation , London, United Kingdom.25 p.
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abstract = "Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2) different measurement approaches that allow for a cross-stakeholder evaluation of brand reputations and (3) results of an international study on employee andconsumer reputation of a corporate brand with some 1500 respondents respectively. Our results suggest that brand reputation of different stakeholders may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation elements which are not intended. We discuss how brand management can and why it should use such results in their brand-building efforts.",
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Making Sense of Stakeholder Brand Reputations : A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation. / von Wallpach, Sylvia; Koll, Oliver.

2017. Paper presented at 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation , London, United Kingdom.

Research output: Contribution to conferencePaperResearchpeer-review

TY - CONF

T1 - Making Sense of Stakeholder Brand Reputations

T2 - A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation

AU - von Wallpach, Sylvia

AU - Koll, Oliver

N1 - CBS Library does not have access to the material

PY - 2017

Y1 - 2017

N2 - Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2) different measurement approaches that allow for a cross-stakeholder evaluation of brand reputations and (3) results of an international study on employee andconsumer reputation of a corporate brand with some 1500 respondents respectively. Our results suggest that brand reputation of different stakeholders may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation elements which are not intended. We discuss how brand management can and why it should use such results in their brand-building efforts.

AB - Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2) different measurement approaches that allow for a cross-stakeholder evaluation of brand reputations and (3) results of an international study on employee andconsumer reputation of a corporate brand with some 1500 respondents respectively. Our results suggest that brand reputation of different stakeholders may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation elements which are not intended. We discuss how brand management can and why it should use such results in their brand-building efforts.

KW - Brand Reputation

KW - Brand Associations

KW - Consensus

KW - Match

KW - Stakeholder

KW - Brand Reputation

KW - Brand Associations

KW - Consensus

KW - Match

KW - Stakeholder

M3 - Paper

ER -

von Wallpach S, Koll O. Making Sense of Stakeholder Brand Reputations: A Venn-diagram Approach to Visualize Cross-stakeholder Homogeneity and Fit with Intended Reputation. 2017. Paper presented at 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation , London, United Kingdom.