The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and qualitative empirical method using a survey questionnaire. The author attempted, in the same way, to illustrate how corporate sustainability/CSR communications can strengthen corporate reputation and directly enhance financial performance. For theory, two bodies of literature (corporate communications and corporate sustainability) were selected for review in terms of the degree of synergy and integration between them and their implications for this thesis. The key findings from literature review and empirical study showed that the practices of corporate social responsibility communications occurs through CSR, Triple Bottom Line (PPP) or corporate sustainability reporting, stakeholder dialogue on sustainability issues and social and environmental communication programs. Also, the auditing and assurance of CSR reporting is carried out through different measures including internal (i.e. human resources management, CSR and/or PR department) and external (i.e. business partner, consulting or risk management firm) or both measures. It was also found that sustainability has been a part of corporate culture and strategy development for a number of organizations pursuing the sustainability path for decades. Moreover, public relations activity is ranked the most effective in communicating sustainability at corporate level and has the potential to reach a wide spectrum of stakeholder audiences. However, a level of skepticism was noticed among stakeholders towards corporate sustainability/CSR communications. Nonetheless, knowing how stakeholders perceive corporate image and what they expect in return for their support is fundamental in designing effective corporate and marketing communications strategies. Stakeholders’ relations management is the bottom line for success and sustainability of the business and lies at the core of CSR practice and its reporting. Further, the growth of corporate sustainability/CSR communications has reflected the keen interest from all stakeholders; hence, it has become a topic of major importance and also, as it was found, a key factor that experts and planners in the field should capitalize on and watch in competitive marketplaces. Furthermore, having a pro-social and environmental agenda means having a sound corporate and marketing communications strategies that can build a company’s reputational standing and create sustainable competitive advantages. The trend towards injecting sustainability into corporate decisions making and strategy development has come about through what organizations have achieved in terms of value creation pertaining to reputation and financial performance enhancement. The author’s review of the literature makes an advance on extant reviews of the literature by highlighting the importance of corporate sustainability/CSR communications in marketing with respect to corporate value maximization. Overall, this thesis endeavours to present contributions, avenues and departure of journeying for further empirical research and development. / +46704352135

This dissertation comprised of three essays provides justification for the need to pursue research on multinationality and performance with a more fine-grained approach. Essay one is a conceptual response to an article written by Jean-Francois Hennart in 2011 which questions the need and approach toward future research in this domain. I argue that internalization theory does not render multinationality and performance research meaningless and identify key areas where methodological enhancements can be made to strengthen our research findings with regard to Hennart’s call for more content validity. Essay two responds to the need for more-fine grained research on the consequences of multinationality by introducing non-traditional measures of performance such as social and environmental performance and adopting a more theoretically relevant construct of regionalization to capture international diversification levels of the firm. Using data from the world’s largest 600 firms (based on sales) derived from Bloomberg and the Directory of Corporate Affiliates; I employ general estimating equation analysis to account for the auto-correlated nature of the panel data alongside multivariate regression techniques. Results indicate that regionalization has a positive relationship with economic performance while it has a negative relationship with environmental and social performance outcomes, often referred to as the “Triple Bottom-Line” performance. Essay three builds upon the work in the previous essays by linking the aforementioned performance variables and sample to corporate reputation which has been shown to be a beneficial strategic asset. Using Structural Equation Modeling I explore economic, environmental and social signals as mediators on relationship between regionalization and firm reputation. Results indicate that these variables partially mediate a positive relationship between regionalization and firm reputation. While regionalization positively affects the reputation building signal of economic performance, it aids in reputation building by reducing environmental and social disclosure effects which interestingly impact reputation negatively. In conclusion, the dissertation submits opportunities for future research and contributes to research by demonstrating that regionalization affects performance, but the effect varies in accordance with the performance criterion and context. In some cases, regional diversification may produce competing or conflicting outcomes among the potential strategic objectives of the firm.

La presente investigación busca exponer que aspectos del salario emocional influyen en la percepción de los colaboradores de una empresa de seguros. La misma que toma como base diversos estudios respecto al salario emocional y la reputación corporativa. En los que se han identificado de manera empírica los factores que influyen en la satisfacción de los empleados y su relación con la empresa. Dejando un vacío para explorar los intangibles con mayor impacto en la reputación corporativa. En este sentido, se pretende responder la siguiente pregunta de investigación: ¿Cómo influye el salario emocional en la percepción de los colaboradores sobre una empresa de seguros? con el propósito de contribuir con el conocimiento sobre la relación de la reputación corporativa y el salario emocional. Para lograr el objetivo planteado se utilizará un enfoque cualitativo basado en entrevistas a profundidad con un paradigma interpretativo, a fin de conocer las perspectivas e interacciones de los participantes hacia la empresa del rubro de Seguros escogida en Lima, Perú. / The purpose of this investigation to expose the factors of the emotional salary that influence the perception of the collaborators of an insurance company towards the organization. The same one is based on various studies regarding emotional wages and corporate reputation. In which the keys to employee satisfaction and commitment to the company depend have been empirically identified. Leaving a gap to explore the intangibles who impact the most on corporate reputation. Consequently, it is intended to answer the following research question: How does the emotional salary could influence the perception of employees about an insurance company? Whit the final purpose to contribute knowledge about the relationship between corporate reputation and emotional salary. To achieve this objective, a qualitative approach based on in-depth interviews with an interpretive paradigm will be used, with the final purpose know the perspectives and interactions of the participants towards the insurance company based in Lima, Peru. / Trabajo de investigación

La presente investigación tuvo como objetivo determinar como la Reputación Corporativa afecta la fidelización de los clientes de banca personal, el cual se centra en el sector bancario, específicamente en los 4 principales bancos de Lima metropolitana que son: BBVA, BCP, INTERBANK y SCOTIABANK. El tipo de investigación que se utilizó tiene un enfoque cuantitativo con un diseño experimental, descriptivo y correlacional. Para esta investigación participaron 309 encuestados, de los cuales, solo se tomó en cuenta a 300 encuestados debido a que solo ellos cumplieron con los filtros que se plantearon para el desarrollo de la encuesta. En la presente investigación se aplicó el indicador estadístico de coeficiente de “Rho de Spearman”, el cual mide el grado de correspondencia que existe entre los rangos. Asimismo, en la encuesta se utilizó la escala de “Likert” para las dos variables que se proponen, las cuales son: La Reputación Corporativa y la Fidelización del Cliente. Por otro lado, para validar las variables se usó el instrumento de confiabilidad “alfa de Cronbach”. Por último, la investigación generó resultados favorables que evidencian que la Reputación Corporativa afecta la fidelización de los clientes de banca personal a través de las dimensiones que componen cada variable. / The objective of this research was to determine how Corporate Reputation affects customer loyalty, focusing on the banking sector, mainly on the 4 main banks in metropolitan Lima which are: BBVA, BCP, INTERBANK and SCOTIABANK. The type of research is a quantitative approach with an experimental, descriptive and correlational design. For this research, 309 respondents participated, of which we only took 300 respondents because only they met the filters for our survey. In the present investigation, the statistical indicator Spearman Rho was applied, which measures the degree of correspondence that exists between the ranges. Likewise, in the part of the survey, the Likert scale was used for the two variables that are: Corporate Reputation and customer loyalty. On the other hand, to validate our variables we used the Cronbach's alpha reliability instrument. Consequently, the investigation generated favorable results that show that Corporate Reputation affects customer loyalty through the dimensions that make up each variable. / Tesis

En la presente investigación titulada “Relación entre la reputación de una marca, la comunicación boca-oreja, la confianza en la marca y la intención de uso en los jóvenes universitarios de 18 a 25 años respecto a la contratación de productos bancarios por primera vez en Lima en el año 2019” tiene como objetivo conocer si existe una relación entre las variables mencionadas antes que exista una intención de contratación y que tan influyentes son en los jóvenes. Por ello, se desarrolló una investigación de tipo descriptivo- correlacional, trabajando con una muestra de 204 jóvenes estudiantes que no son usuarios de banca en Lima Metropolitana. A quienes se le aplicó una encuesta de 21 preguntas, entre las cuales deberían ponderar bajo la escala de Likert su percepción sobre su banco seleccionado, cada una de las preguntas presentadas en el cuestionario responden a una dimensión, la cual nos permitió determinar cuál es la más valorada y tiene mayor peso para la variable. En base a los resultados hallados tanto en el análisis descriptivo como estadísticos, se puede determinar que para los jóvenes universitarios para que exista una intención de contratación de un servicio bancario ellos recuren a la reputación de un banco para conocer su posicionamiento en el mercado, a su vez están en la búsqueda constante de información que los lleva a recurrir a la comunicación boca-oreja, es decir, un medio de comunicación informal en donde se encuentra las opiniones y recomendaciones de amigos y/o familiares cercanos. Finalmente, el banco para también influir en los jóvenes debe transmitir confianza brindándoles seguridad y calidad de información. Es así como podemos afirmar que si existe una relación entre las variables confianza, reputación y comunicación boca oreja antes de la intención de contratación de un servicio bancario y que son una población atractiva para el sector financiero. / In this research entitled "Relationship between the reputation of a brand, word of mouth, trust in the brand and the intention of use in young people between 18 and 25 years of age regarding the contracting of banking products for the first time in Lima in 2019" aims to know whether there is a link between the variables mentioned above and whether there is an intention to recruit and how influential they are in young people. or this reason, descriptive-correlational research was carried out, working with a sample of 204 young students who are not bank users in Metropolitan Lima. To those who applied a survey of 21 questions, among which they should weigh their perception of their selected bank under the Likert scale, each of the questions presented in the questionnaire answer to a dimension, which allowed us to determine which is the most valued and has the greatest weight for the variable. Based on the results found in both descriptive and statistical analysis, it can be determined that for young university students for there to be an intention to hire a banking service they recall to the reputation of a bank to know its position in the market, In turn, they are constantly seeking information that leads them to resort to word-of-mouth communication, that is, an informal means of communication in which the opinions and recommendations of friends and/or close relatives are to be found. Finally, in order to influence young people as well, the bank must give them confidence by providing them with security and quality This is how we can assert that if there is a relationship between the variables trust, reputation and mouth-to-ear communication before the intention to hire a banking service and that they are an attractive population for the financial sector. / Tesis

PhD. (Department of Business Administration, Faculty of Management Sciences), Vaal University of Technology. / The world over the concept of corporate social responsibility (CSR) has gradually evolved from a theoretical concept to a managerial tool used to shape organisational competitiveness. Thus, this study sought to establish the influence of CSR on reputation and performance in the mining sector in Zimbabwe, given the limited evidence of such studies in the body of knowledge. The framework for data collection, presentation, analysis and interpretation was guided by the positivist paradigm, quantitative approach, and descriptive survey design. With the questionnaire being utilised to collect data from 330 respondents who were purposively and conveniently sampled from the targeted mines. The Cronbach Alpha coefficient was employed to test for the validity and reliability of the designed instrument. In addition, the Pearson’s correlation was used to determine relationships between constructs, while regression analysis was used to predict the reputation value based on causality. In addition, Exploratory Factor Analysis (EFA) was performed to determine the factor structure of the data collected based on the relationship of constructs and items. The analysed data revealed that most respondents, through descriptive statistics, agreed with the construct items except political corporate social responsibility (PCSR), which had the least mean score of (4.7311). This implied that the respondents somewhat agreed PCSR was being observed though at marginal levels. The other constructs stakeholder corporate social responsibility (SCSR), environment corporate social responsibility (ENCSR), ethical corporate social responsibility (ETCSR), and social corporate responsibility (SOCSR) had mean scores above 4, indicating that respondents agreed that CSR was being observed to retain a reputable image. Furthermore, regression analysis revealed that four of the stated hypotheses supported the assumption on SCSR, ETCSR, operational performance (OP), and social performance (SP). Furthermore, the results revealed that PCSR, ENCSR, SOCSR, and economic performance (EP) could not be used to support reputation. The results on the hypotheses statements confirmed the empirical literature assumptions. Thus, partnerships, trust, honesty, disclosure, competitive advantage, operational efficiency, values based on morality, and transparency were confirmed to be by-products of CSR practices. Based on this, it can be argued that mining firms in Zimbabwe could employ CSR as a strategic tool to handle stakeholders’ concerns. In this regard, a theoretical model was crafted for the mining sector in Zimbabwe, which reduced independent variables to two, namely the SCSR and ETCSR. Hence the results established a strong positive association between PSCR, SCSR, SOCSR, ENCSR, ETCSR, and corporate reputation (CR). In addition, corporate performance was seen to have a positive impact on OP and SP. Based on the above results, it is recommended that mining companies in Zimbabwe fully embrace CSR as a vehicle for engaging with stakeholders. More so, CSR programmes should be done in consultation with stakeholders, especially surrounding communities that host or provide an operating environment. Furthermore, mining companies should be wary of the cultural effects of their operations through the crafting and implementation of ethical policies. This can further be enhanced through CSR reporting on CSR initiatives and programmes.

Die Dissertation befasst sich mit den Folgen negativer kritischer Ereignisse und gibt Hinweise, was Manager vor und nach dem Ereignis tun könnten, um potentiell negative Effekte zu minimieren. Während sich die ersten zwei Aufsätze mit der Wirkung kritischer Ereignisse aus Sicht der Konsumenten befassen, widmen sich die Aufsätze 3 und 4 der Shareholder-Perspektive. Aufsatz 1 untersucht die Wahrnehmungsveränderungen in Folge verschiedener Ereignisse mit Hilfe des Konzepts der Markenpersönlichkeit. Die Ergebnisse des Online-Experimentes implizieren, dass die negative Wirkung von der Markenstärke, der Geschäftsbeziehung vor bzw. während des Vorfalls und der Art des Ereignisses abhängt. Aufsatz 2 analysiert, ob die Effekte auch mit Hilfe des Konzepts des kundenbasierten Markenwerts bestätigt und erweitert werden können. Zu diesem Zweck werden die Reaktionen nach Bekanntwerden derselben kritischen Ereignisse für die Markenwertdimension „Perceived quality“, „Perceived value“, „Brand personality“, „Organizational associations“, und „Loyalty“ quantifiziert. In Übereinstimmung mit den in Aufsatz 1 gewonnenen Erkenntnissen deuten die Ergebnisse darauf hin, dass sowohl ein hoher Markenwert und das anhaltende persönliche Produkterlebnis während eines kritischen Ereignisses den negativen Effekt mindert, als auch eine zwischen tatsächlichen und potentiellen Kunden differenzierende Kommunikationsstrategie im Nachgang sinnvoll sein könnte. Die Aufsätze 3 und 4 untersuchen auf Basis einer „Event study“ den Zusammenhang zwischen der Veröffentlichung von „Corporate Reputation-Rankings“ des Manager Magazins und dem Shareholder Value. Die gefundenen Ankündigungseffekte weisen darauf hin, dass, über die gezeigte Verbindung zwischen Reputation und Shareholder Value, die in Folge kritischer negativer Ereignisse resultierende Reputationsänderung durch Investoren berücksichtigt wird. / The doctoral dissertation analyzes effects of negative critical incidents and points out, what manager could do before and after an incident in order to minimize possible negative impacts. While the first two essays take a closer look at effects of critical incidents from the consumer’s point of view, the essays 3 and 4 deal with the shareholder perspective. Essay 1 examines perceptional changes in consequence of various incidents using the concept of brand personality. The results of the online experiment imply that the negative impact depends on brand strength, type of event and business relation before respectively during the incident. Essay 2 analyzes whether or not effects can be confirmed and extended using the concept of customer based brand equity. For this purpose, reactions of respondents are measured after getting exposed to the same critical incidents as in the previous essay. The reactions are quantified for brand equity dimensions such as perceived quality, perceived value, brand personality, organizational associations and loyalty. The results are in line with findings of Essay 1. They indicate, on the one hand, that high brand equity and persistent product experience during crisis reduce negative effects and, on the other hand, that a communication strategy which differs between actual and potential customers could be favorable after the incident. Using event study methodology, the Essays 3 and 4 examine the linkage between publications of corporate reputation rankings of the Manager Magazin and shareholder value. The existence of negative announcement effects indicates that investors consider a reputational loss in consequence of negative critical incidents via the observed linkage between reputation and share prices.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / A reputaÃÃo corporativa pode ser entendida pela reuniÃo das diversas perspectivas que os stakeholders possuem da empresa atribuindo-lhe a caracterÃstica de um recurso estratÃgico capaz de gerar visibilidade, credibilidade e valor para as organizaÃÃes que a possuem, com suporte na Teoria da SinalizaÃÃo e na VisÃo Baseada em Recursos. Por sua vez, a literatura (FOMBRUN; SHANLEY, 1990; DUNBAR; SCHWALBACH, 2000; ROBERTS; DOWLING, 2002; BRITO, 2005; SÃNCHEZ; SOTORRÃO, 2007; HORIUCHI, 2010; THOMAZ; BRITO, 2010; CARDOSO et al., 2013; TISCHER; HILDEBRANDT, 2013) versa que quanto maior for a reputaÃÃo corporativa, maior à a capacidade da empresa de criar valor aos seus acionistas e produzir desempenho superior em relaÃÃo aos seus concorrentes. Nesse contexto, o presente estudo tem o objetivo de investigar a relaÃÃo entre a reputaÃÃo corporativa e a criaÃÃo de valor nas empresas de capital aberto listadas na BM&FBovespa. Para tanto, considera-se que a reputaÃÃo corporativa à construÃda a partir da percepÃÃo do mercado (stakeholders), com base nos seguintes sinais emitidos pelas empresas: disclosure socioambiental, adoÃÃo de melhores prÃticas de governanÃa corporativa, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do diretor executivo (gestÃo) e do acionista majoritÃrio (controle). O estudo se justifica na medida em que busca contribuir para a ampliaÃÃo da discussÃo sobre a temÃtica reputaÃÃo corporativa. AlÃm disso, apresenta diferencial por discutir aspectos da construÃÃo da reputaÃÃo corporativa e os seus reflexos nas organizaÃÃes. Trata-se de uma pesquisa descritiva, de natureza quantitativa, utilizando-se o procedimento documental, no qual foram aplicados os testes estatÃsticos: AnÃlise Fatorial, Teste de CorrelaÃÃo, RegressÃo Linear MÃltipla e Teste de DiferenÃas entre MÃdias. Para a anÃlise dos sinais construtivos da reputaÃÃo corporativa foi analisado o perÃodo de 2010 a 2012, a reputaÃÃo corporativa se refere ao exercÃcio de 2012 e a criaÃÃo de valor leva em conta o exercÃcio de 2013. Por meio da AnÃlise Fatorial, foi construÃdo o fator reputaÃÃo corporativa composto pelos sinais: disclosure socioambiental, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do acionista majoritÃrio. O Teste de CorrelaÃÃo permitiu validar a reputaÃÃo corporativa por sinais (gerada pela AnÃlise Fatorial), pois apresentou relaÃÃo positiva e significante com a reputaÃÃo corporativa por rankings. Com a execuÃÃo da RegressÃo Linear MÃltipla, pode-se verificar que a reputaÃÃo corporativa por sinais influencia positivamente a criaÃÃo de valor (MVA e EVA); e, a reputaÃÃo corporativa por rankings està relacionada positivamente com a criaÃÃo de valor na perspectiva de mercado (MVA). AlÃm disso, verificou-se que a intangibilidade e a oportunidade de crescimento colaboram na criaÃÃo de valor (MVA e EVA) e o tamanho da empresa favorece a criaÃÃo de valor somente quando à analisado em conjunto com a reputaÃÃo corporativa por sinais. A realizaÃÃo do Teste de DiferenÃas entre MÃdias apontou que as empresas com reputaÃÃo corporativa criam maior valor aos acionistas considerando a perspectiva de mercado (MVA). Portanto, conclui-se que, considerando a amostra do estudo, a reputaÃÃo corporativa à um recurso estratÃgico gerado por meio de sinais emitidos ao mercado, conforme a Teoria da SinalizaÃÃo, que, quando percebidos pelos diversos stakeholders, reflete em vantagem competitiva, sendo capaz de influenciar na criaÃÃo de valor das empresas, de acordo com os preceitos da VisÃo Baseada em Recursos. / A reputaÃÃo corporativa pode ser entendida pela reuniÃo das diversas perspectivas que os stakeholders possuem da empresa atribuindo-lhe a caracterÃstica de um recurso estratÃgico capaz de gerar visibilidade, credibilidade e valor para as organizaÃÃes que a possuem, com suporte na Teoria da SinalizaÃÃo e na VisÃo Baseada em Recursos. Por sua vez, a literatura (FOMBRUN; SHANLEY, 1990; DUNBAR; SCHWALBACH, 2000; ROBERTS; DOWLING, 2002; BRITO, 2005; SÃNCHEZ; SOTORRÃO, 2007; HORIUCHI, 2010; THOMAZ; BRITO, 2010; CARDOSO et al., 2013; TISCHER; HILDEBRANDT, 2013) versa que quanto maior for a reputaÃÃo corporativa, maior à a capacidade da empresa de criar valor aos seus acionistas e produzir desempenho superior em relaÃÃo aos seus concorrentes. Nesse contexto, o presente estudo tem o objetivo de investigar a relaÃÃo entre a reputaÃÃo corporativa e a criaÃÃo de valor nas empresas de capital aberto listadas na BM&FBovespa. Para tanto, considera-se que a reputaÃÃo corporativa à construÃda a partir da percepÃÃo do mercado (stakeholders), com base nos seguintes sinais emitidos pelas empresas: disclosure socioambiental, adoÃÃo de melhores prÃticas de governanÃa corporativa, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do diretor executivo (gestÃo) e do acionista majoritÃrio (controle). O estudo se justifica na medida em que busca contribuir para a ampliaÃÃo da discussÃo sobre a temÃtica reputaÃÃo corporativa. AlÃm disso, apresenta diferencial por discutir aspectos da construÃÃo da reputaÃÃo corporativa e os seus reflexos nas organizaÃÃes. Trata-se de uma pesquisa descritiva, de natureza quantitativa, utilizando-se o procedimento documental, no qual foram aplicados os testes estatÃsticos: AnÃlise Fatorial, Teste de CorrelaÃÃo, RegressÃo Linear MÃltipla e Teste de DiferenÃas entre MÃdias. Para a anÃlise dos sinais construtivos da reputaÃÃo corporativa foi analisado o perÃodo de 2010 a 2012, a reputaÃÃo corporativa se refere ao exercÃcio de 2012 e a criaÃÃo de valor leva em conta o exercÃcio de 2013. Por meio da AnÃlise Fatorial, foi construÃdo o fator reputaÃÃo corporativa composto pelos sinais: disclosure socioambiental, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do acionista majoritÃrio. O Teste de CorrelaÃÃo permitiu validar a reputaÃÃo corporativa por sinais (gerada pela AnÃlise Fatorial), pois apresentou relaÃÃo positiva e significante com a reputaÃÃo corporativa por rankings. Com a execuÃÃo da RegressÃo Linear MÃltipla, pode-se verificar que a reputaÃÃo corporativa por sinais influencia positivamente a criaÃÃo de valor (MVA e EVA); e, a reputaÃÃo corporativa por rankings està relacionada positivamente com a criaÃÃo de valor na perspectiva de mercado (MVA). AlÃm disso, verificou-se que a intangibilidade e a oportunidade de crescimento colaboram na criaÃÃo de valor (MVA e EVA) e o tamanho da empresa favorece a criaÃÃo de valor somente quando à analisado em conjunto com a reputaÃÃo corporativa por sinais. A realizaÃÃo do Teste de DiferenÃas entre MÃdias apontou que as empresas com reputaÃÃo corporativa criam maior valor aos acionistas considerando a perspectiva de mercado (MVA). Portanto, conclui-se que, considerando a amostra do estudo, a reputaÃÃo corporativa à um recurso estratÃgico gerado por meio de sinais emitidos ao mercado, conforme a Teoria da SinalizaÃÃo, que, quando percebidos pelos diversos stakeholders, reflete em vantagem competitiva, sendo capaz de influenciar na criaÃÃo de valor das empresas, de acordo com os preceitos da VisÃo Baseada em Recursos.

本文的目的在於說明國家形象和企業聲望的重要性，以及二者對國家競爭力的影響，並且針對如何改善台灣國家品牌計畫以提高它的形象建直一個模型。該模型強調在國家品牌計畫中，社群媒體所扮演的重要角色。由於社群媒體愈趨普及與廣泛使用，社群媒體將形成很大的可能性以凝聚民意。 本文主要分析材料分為兩個部分。其一，透過分析機關團體和群眾所編寫的聲望排名列表的內容，所收集到的原始數據，並且該數據也包括一項透過Facebook分析以觀察品牌貫徹的研究；其二，透過社群媒體與形象形成有關的研究著作、網站與書籍等文獻回顧，所收集的補助數據。 原始數據顯示大眾對於在技術媒體網站上建立產品排名有很大的興趣，而且在這些網站上的排名通常與一般機關團體排名有顯著不同，且以Facebook為材料分析顯示，台灣企業的品牌貫徹與全球最有聲望的企業並未有很大的差別。另外，輔助數據也顯示形象與聲望的重要性，以及社群媒體確有極高的可能對象與聲望生高度影響。 由於數據可見，台灣在技術開發和產品質量方面確有良好的形象，本文進一步指出，台灣應該集中這些功能，二非僅是推廣旅遊景點，方能改善國家形象的諸多方面。作為這項研究的結果，本文對於台灣以及和台灣具有相似特徵的其他國家，提出一個較能妥善貫徹國家品牌的模型。該模型強調國家與企業之間合作的必要性，進以改善雙方的形象與聲望。此外，該模型也指出，利用社群媒體提供的工具將有效地達成品牌貫徹。 / The purpose of this paper is to illustrate the importance of national image and corporate reputation and the interrelating power of the two on national competitiveness. In addition I hope to develop a model for the improvement of Taiwan’s nation branding project. The model points to the relevance of Social Media channels in nation branding projects. As a consequence of its increasing popularity and extensive usage, Social Media offers great opportunities for the reformation of public opinion. Data has been collected through a comprehensive literature review of research papers, websites and books on the two major subtopics: Social Media and image construction. Besides, analyses of reputation ranking lists prepared by organizations and the public were conducted. In addition, the paper also includes research through Facebook to examine branding practices. The research demonstrated the relevance of image/reputation, moreover the wide-ranging possibilities inherent in Social Media for exertion of influence. The data also showed that there is a broad public interest in product rankings of Tech Media Websites and that the top companies of those are usually distinct from the favorites of the official listings. The Facebook research did not show relevant differences between nation branding practices of the Taiwanese and the most reputable companies worldwide. The data showed that Taiwan has a good reputation in terms of technological development and product quality. This paper states that Taiwan should concentrate on these features instead of the promotion of tourist attractions, as a spillover effect will eventually lead to improvements in all aspects of national image. Based on the results of the study, this paper includes a nation-branding model for Taiwan and for other nations with similar characteristics to Taiwan. The model emphasizes the necessity of collaboration between the state and the corporate sphere in order to improve the image of both. Additionally, the model illustrates that an effective nation-branding project needs to exploit the tools provided by Social Media.

Šiame darbe atskleistas juridinio asmens dalykinės reputacijos apsaugos reglamentavimas, praktinis įgyvendinimas bei pagrindinės jo problemos. Pirmojoje darbo dalyje buvo siekiama atskleisti juridinio asmens dalykinės reputacijos sąvoką, analizuojant ne tik teisės, bet ir kitų socialinių mokslų kontekste. Buvo prieita prie išvados, kad Lietuvos teisėje juridinio asmens dalykinė reputacija yra siejama su nematerialiuoju turtu ir ieškovai, norėdami sėkmingai apginti savo dalykinę reputaciją, turi įrodyti realų faktinį jos sumenkėjimą. Antroji darbo dalis buvo skirta išanalizuoti visas galimas dalykinės reputacijos gynimo procedūras ir būdus. Jų yra įvairių, todėl juridiniai asmenys gali pasirinkti jiems priimtiniausią ir efektyviausią gynybos būdą. Trečiojoje dalyje buvo nagrinėjamas juridinio asmens dalykinės reputacijos ir saviraiškos laisvės santykis. Buvo siekiama atskleisti problemas ir galimus sprendimus ieškant šių vertybių balanso. Ketvirtoji dalis skirta išanalizuoti neturtinės žalos kompensavimo galimybę pažeidus juridinio asmens dalykinę reputaciją ir kylančias problemas. Šiame darbe buvo analizuojamas juridinio asmens dalykinės reputacijos ir teisės į jos apsaugą reglamentavimas ir detaliai nagrinėjamas praktinis įgyvendinimas. / This paper analyses protection of corporate reputation and it‘s regulation, practical implementation and the main problems. In the first part it is discussed the concept of corporate reputation in law as well as other social sciences. The conclusion is that corporate reputation is an intangible property and if the claimants want to succeed in defending their corporate reputation, the real factual harm must be proven. In the second part it is analysed all the possible procedures and ways to defend corporate reputation. The are various possibilities to protect corporate reputation and legal entities may choose the most reasonable and effective one. In the third part it was discussed the relation between corporate reputation and freedom of self-expression. The aim was to reveal problems and possible solutions to find the balance between them. In the last part it was analysed possibilities to compensate non-pecuniary damages when corporate reputation is damaged. It was also revealed the main problems. This paper thoroughly analysed regulation of protection of corporate reputation as well as implementation in practise.