Thesis (MBA)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: Reputation is “the overall estimation in which a company is held by its constituents. A corporate reputation represents the ’net‘ affective or emotional reaction – good or bad, weak or strong – of customers, investors, employees, and the general public to the company’s name” (Fombrun, 1996: 37). For an organisation to remain competitive, achieve its goals and thrive a favourable reputation is the platform for approval and acceptance by the different stakeholders of the organisation. Reputation is also a way in which companies can attain competitive advantage from other similar organisations by displaying its unique competencies or differences. A good reputation of a company is an intangible asset that plays a major role in a company’s general success. A positive corporate reputation assists with employee recruitment, attracts investors, aid premium pricing and product quality, make financial resources availability easier and constrain the movement of competitors (Watson, 2007: 371). A reputational crisis is “the loss of the common estimation of the good name attributed to an organisation”. In recent years, more companies experienced reputational crises. These crises can occur in the form of a product-harm crisis, a recall crisis or any other form of situation that can damage a company’s reputation and where the company was not prepared for the subsequent events (Booth, 2000: 197). This research paper provides an overview of the Toyota recall crisis to put the events and situation the company faced in context and consequently discusses the current crisis management methods and crisis communication strategies methodology. The argument for the usefulness of a new approach to crisis management, namely the Qualitative Politicised Influence Diagram (QPID) approach, is presented and applied to the Toyota reputational crisis. As companies in the global age of communication, environmental responsibility, the internet and social media experience the snowball effect of any issue that can become a major threat to its reputation, a new approach to the management of a crisis can be of significant value. / AFRIKAANSE OPSOMMING: Reputasie is "wat mense oor die algemeen van 'n maatskappy dink. 'n Maatskappy se reputasie verteenwoordig die ‘netto’ affektiewe of emosionele reaksie – goed of sleg, swak of sterk – wat kliënte, beleggers, werknemers, en die algemene publiek aan die maatskappy se naam koppel" (Fombrun; 1996:37). Vir 'n organisasie om kompeterend te bly, om sy doelwitte te bereik en te floreer, moet hy 'n gunstige reputasie hê om deur die verskillende belanghebbendes van die organisasie goedgekeur en aanvaar te word. Reputasie is ook 'n manier waarop maatskappye 'n mededingende voordeel kan verkry teenoor ander soortgelyke organisasies deur hulle unieke vaardighede of verskille te vertoon. 'n Maatskappy se goeie reputasie is 'n ontasbare bate wat 'n belangrike rol speel in sy algemene sukses. 'n Positiewe korporatiewe reputasie help om nuwe werknemers te werf, beleggers te lok, premiepryse en produkkwaliteit te ondersteun, die beskikbaarstelling van finansiële hulpbronne makliker te maak, en die beweging van mededingers te beperk (Watson, 2007:371) 'n Reputasiekrisis is wanneer "'n organisasie die algemene mening dat hy 'n goeie naam het, verloor". Die afgelope paar jaar ervaar al hoe meer maatskappye reputasiekrisisse. Hierdie krisisse kan in die vorm wees van 'n produk wat skade kan veroorsaak, 'n produk wat herroep moet word, of enige ander soort situasie wat 'n maatskappy se reputasie nadelig kan beïnvloed, waar die maatskappy nie voorbereid is op die daaropvolgende gebeure nie (Booth, 2000:197). Hierdie navorsing gee 'n oorsig oor Toyota se herroep-krisis ten einde die gebeure en die situasie wat die maatskappy in die gesig gestaar het, in konteks plaas, en bespreek daarna die huidige krisisbestuurmetodes en krisiskommunikasiestrategiemetodologie. Daar word geargumenteer waarom 'n nuwe benadering tot krisisbestuur, naamlik die “Qualitative Politicised Influence Diagram” (QPID), nuttig sal wees, en genoemde benadering word op Toyota se reputasiekrisis toegepas. Soos maatskappye in hierdie era van globale kommunikasie, omgewingsverantwoordelikheid, die internet en sosiale media die sneeubaleffek ervaar van enige kwessie wat 'n groot bedreiging vir 'n maatskappy se reputasie kan inhou, kan 'n nuwe benadering tot die bestuur van 'n krisis uiters waardevol wees.

Aim: The aim of this research is to investigate whether CSR can be used as a marketing tool by the readymade garment suppliers in Bangladesh to attract international buyers. Method: This study is conducted by applying qualitative method. The data has been collected through semi-structured interview and using secondary data.   Result and Conclusions: The study reflects that that CSR implementation generates various benefits such as, creates good corporate image, reputation and opportunity for innovation and offers competitive advantage.  As international buyers’ foremost requirement is to verify suppliers’ social compliance, the CSR practices and benefits act as marketing instrument by the garments suppliers to attract international buyers and grab more business. Suggestions for future research: This study considered multiple large (1st tier) garments suppliers and multinational buying organization which calls for further research such as, a comparative study on taking both large and small scale suppliers as well as more international buyers. One of the findings indicates that buyers’ support is important in CSR implementation which can also be considered for further investigation. Contribution of the thesis: This study investigates suppliers’ CSR practices from the marketing perspective in relation to buyers in business to business context which has not been considered in previous literature. Further CSR as marketing tool has not been addressed in developing country context while this study includes empirical study on garment suppliers of Bangladesh. This study suggests that managers need to be aware of the significant role of CSR as marketing tool while designing and implementing CSR programs effectively to increase business. Moreover, CSR activities benefit both the company as well as other stakeholders (customer, employee, public, shareholder, government) of the society by way of meeting those stakeholders’ interest.

Title: Brand personality Škoda Auto and its influence on sponsored international sport events Objective: The aim of this thesis is to measure the brand personality of Škoda Auto and to define its effect on the sponsored international sport events Ice Hockey World Championship and Tour de France. The level of concordance of the personality characteristics will be measured by comparing the results of brand personality between the brand Škoda Auto and the brands of sponsorship. High level of concordance of personality characteristics of brands is assumed in long-term sponsorship. Methods: To identify the brand personality, the standardized method of measuring brand personality by Belgian authors Geuens, Weijters, De Wulf 2009 is utilized, which allows to measure and compare brands of different product categories. The agreement rate of personality characteristics gets measured by comparison of averages of brand personality characteristics and regression and correlation analysis. Results: Škoda Auto is perceived as a stable and responsible brand. International sport events Ice Hockey World Championships and the Tour de France are perceived as active and dynamic brand. During comparison of averages of brand personality characteristics, a higher level of concordance between the brands Škoda Auto and Ice...

The purpose of this paper is to get a deeper understanding of brand pride as a phenomenon and acompany’s influence on employees’ brand pride through their internal corporate communicationsprocesses. In order to do this, both primary and secondary data were collected and analyzed using a qualitative case study approach. A case company was chosen based on a previous internal surveythat showed that the company’s employees exhibited brand pride. Semi-structured interviews were conducted and documents from the case company were collected in order to analyze according to the analytical model that was developed out of the theory. It was concluded that internal corporate communications processes can contribute towards brand pride in three ways: through clear and explicit communication, repetitive communication, and in matching internal and external communications. It was also found that employees identify with the corporate identity, and thus experience brand pride, differently, contributing towards two types of brand pride: collective and personal brand pride.

This research explores the attitudes held by marketing managers about building their company's corporate reputation, and about the impact of their actions on performance. In an environment of costly brand building, declining customer loyalty, and increasing scrutiny from stakeholders who demand corporate responsibility and transparency, a concern for corporate reputation is increasingly important for everyone in the company, including marketing managers. The marketing literature, however, has not explored how managers who are concerned about the reputation of their companies can effectively adapt marketing strategy for reputation enhancement. The theoretical justification for this research is grounded in stakeholder theory, dynamic capabilities theory, and strategic choice theory. The study contributes to the marketing strategy literature and the nascent field of stakeholder marketing. It makes a theoretical connection between the corporate-level construct of reputation orientation, and its impact on functional-level decisions about marketing strategy. Reputation orientation is the concern that top management and employees share about their company's commitment to nurturing a positive corporate reputation among key stakeholders. A scale for reputation was conceptually defined and empirically tested (Churchill, 1979). It consists of three dimensions: consciously created corporate identity, internal identity dissemination, and external stakeholder impact. Reputation orientation was found to be a valid and reliable construct that was further tested within the framework of how marketing managers formulate, implement, and evaluate their strategic marketing decisions. This research also tested the impact of stakeholder-conscious marketing strategy on corporate reputation and marketing performance. / The results from the empirical research indicate that organizations with a reputation orientation devise and select marketing strategies that focus on the needs and concerns of customers and other key stakeholders. Reputation orientation guides a stakeholder-conscious marketing strategy, such that marketing strategy decisions take into consideration both the impacts on corporate reputation and marketing performance without sacrificing either. The implications for marketing practice is that marketing managers can deliberately choose marketing strategies that build a strong corporate reputation by considering the concerns of customers and other key stakeholders at the earliest stages of marketing strategy formulation. / by Deborah Goldring. / Thesis (Ph.D.)--Florida Atlantic University, 2011. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2011. Mode of access: World Wide Web. FboU

Contribui na atribuição de valor ao exercício profissional e acadêmico da Ciência da Comunicação, enquanto elemento constitutivo do caráter institucional de organizações de grande porte com fins lucrativos. Objetivo: Buscar mais informações sobre a estrutura organizacional, os métodos de mensuração do retorno dos investimentos e a avaliação destes processos pelos profissionais da área e pelos seus controladores, na Petrobras S. A., na Basf S. A. e na Bayer S. A. Divisão Cropscience. Método: Estudo de casos com relato da estrutura organizacional, das metodologias adotadas e entrevistas semi-estruturadas dos principais envolvidos nos processos de patrocínios culturais, comunicação corporativa e comunicação interna, respectivamente. Resultados: Constata-se a aceleração na adoção destas metodologias, o interesse crescente sobre o planejamento e controle dos investimentos na área, bem como o início de um processo de sua inclusão na apropriação contábil gerencial e nos relatórios de desempenho econômico e de evolução patrimonial destas organizações. / A contribution to allocate value to professional and academic work in Communication Science, as part of large companies´ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. - Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals´ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations.

This research aims to identify the process by which students form images of universities, the extent to which students’ favourable evaluations of image attractiveness lead to student-university identification, and the extent to which perceived image attractiveness and student-university identification determine planned behaviour, i.e., supportive intentions, including student choice of institution. Full-service international branch campuses offering complete degree programmes are a fairly new phenomenon on the higher education landscape and potential students have limited knowledge about them and the institutions that own them. It is interesting therefore to discover whether these students do in fact hold images of international branch campuses. The research was conducted in the United Arab Emirates (UAE), the country that hosts more international branch campuses than any other worldwide. The study adopted a deductive, quantitative method, which involved a survey questionnaire completed by potential university students (year 12 and 13 high school students). This research stands out from earlier work on organisational identification, as earlier studies focused on existing consumers or employees while this study considers potential consumers (students). The research included a pilot study that involved individual interviews with members of the target population, which ensured research design validity. Data were analysed using a variety of techniques including exploratory factor analysis, multiple regression and structural equation modelling. The findings of this study provide support for the proposition that individuals can identify with universities in the absence of formal membership – with no or minimal previous interaction between the individual and the university – and that student-university identification can lead to supportive intentions among prospective students. These findings suggest that institutions would benefit from articulating and communicating their identities clearly, coherently and in a persuasive manner, and emphasising those aspects of the university’s identity that prospective students will perceive as prestigious, distinctive and similar to their own identities.

Prior research has demonstrated that CEO behavior influences how people perceive corporations and that CEOs associated with controversy can damage corporate reputations. Research also illustrates that attitudes based on prescribed racial and gender characteristics render Black and female CEOs as incongruent with leadership positions. The purpose of this study is to examine the impact of two different corporate errors as justification factors leading to prejudicial evaluations of leaders with stigmatized identities (e.g., race and gender), with a particular emphasis on the intersection of race and gender on leader- and organization-based evaluations. Participants were randomly assigned to one of 12 corporate conditions ([CEO race: white v. black] x [CEO gender: male v. female] x [Corporate error: no error v. diversity error v. non-diversity error]) and assessed to provide responses via an online experiment. Although results revealed a significant main effect of corporate error on leader and organization perceptions, there was no evidence of an interactive effect of CEO race and gender on leader and organization perceptions. Furthermore, the non-significant interaction of race and gender was not impacted by the context of the corporate error. I discuss theoretical and practical implications, study limitations, and avenues for future research.

During the past four years it has been easy to see that there has been no art direction in the visual communications of Utah State University. Recently the university has become aware of the importance of a good public relations program and has taken steps in that direction. Very little thought has been given to the visual design of these public relations though. Advertising gives information, plants ideas, and provokes interest in a service and company, but it must be designed well to be noticed. Corporate image includes many things, but I shall only deal with the visual or graphic design part. This is the corporate design. Product analysis, consumer research, and market analysis are investigated in connection with Utah State University. What makes a good advertisement is analyzed. The media most appropriate for the university is pointed out. Facts are illustrated with photographs of hypothetical advertising pieces. Each advertising piece is analyzed to show how it contributes to the complete corporate design of the university. A high level of quality in corporate design cannot be reached unless the university employs the talents of a professional designer. The conclusion of this thesis points out the three courses that could be taken to acquire such a person.

新銀行的設立，已使得我國銀行業生態產生相當大的變化，對原本處於封閉狀態下的公營銀行，產生相當大的衝擊，使得各銀行莫不積極提昇其服務品質，進而希望能塑造出良好的企業形象。因此，對於新銀行的研究，有助於了解我國目前銀行業的發展趨勢。本研究以銀行顧客的角度，探討顧客選擇銀行時的相關變數及對銀行企業形象的知覺與事先的期望之間，是否有所差距；再根據差距的結果，探討其對銀行經營績效和選擇意願的影響。 　　本研究以問卷調查法為主，所獲致的結論彙整如下： 　　一、顧客選擇銀行時的主要考慮變數，依優先次序，分別為「地點」、「服務效率」、「服務人員的態度」、「較高的存款利息」以及「聲譽和形象」。 　　二、營業收入較高之銀行在男性顧客比例上，明顯高於營業收入較低之銀行。 　　三、管業收入較高與營業收入較低之銀行其顧客知覺與期望之差距並不顯著。 　　四、顧客知覺與期望之差距平均數對逾放比率、備抵呆帳率、營業支出比率、純益率和業主權益報酬率等財務比率之間有顯著關係。 　　五、當顧客的知覺與期望之差距愈大時，顧客對銀行的選擇意願易受到企業形象的影響。