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<p>There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation. In the analysis the empirical findings were linked to the theoretical framework chosen for the study and earlier research in the area. Through this study it has been shown that companies are defining reputation as a part of the brand. They also explain reputation as the stakeholders aggregated view of a company. The companies manage their reputation, but as an integrated component in the work of brand and communication. The companies had difficulties in separating the concept of reputation andthe concept of brand.</p>

There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation. In the analysis the empirical findings were linked to the theoretical framework chosen for the study and earlier research in the area. Through this study it has been shown that companies are defining reputation as a part of the brand. They also explain reputation as the stakeholders aggregated view of a company. The companies manage their reputation, but as an integrated component in the work of brand and communication. The companies had difficulties in separating the concept of reputation andthe concept of brand.

Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement. This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness. Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.

<p>Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be <em>local</em> celebrity endorsement.</p><p>This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness.</p><p>Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.</p>

Geros reputacijos palaikymas ir apsaugojimas nuo krizių yra svarbus kompanijų, siekiančių konkurencinio pranašumo, uždavinys. Baigiamojo darbo problema: kaip suvokiama reputacijos svarba ir kaip valdoma reputacijos rizika Lietuvos telekomunikacijų sektoriaus įmonėse. Darbo tikslas – išanalizuoti reputacijos svarbą, reputacijos rizikos atsiradimo veiksnius ir jos valdymo praktiką Lietuvos telekomunikacijų sektoriaus įmonėse ir palyginti su praktika užsienio įmonėse. Darbe atsakoma į klausimus: kaip suvokiama reputacijos svarba, kokie reputacijos riziką įtakojantys veiksniai ir kaip reputacijos rizika valdoma Lietuvos telekomunikacijų sektoriaus įmonėse. Darbą sudaro įvadas, literatūros apžvalga, empirinio tyrimo eigos ir rezultatų aprašymas, apibendrinimai, išvados, praktinė interpretacija vadovams. Literatūros apžvalgoje išnagrinėta mokslinė literatūra. Šioje dalyje nagrinėjama reputacijos vieta tarp kitų sąvokų, pateikiamas suinteresuotų asmenų sąvokos paaiškinimas ir jų daromos įtakos kompanijos reputacijai analizė. Akcentuojama korporacinės reputacijos svarba kompanijos veiklos kontekste, analizuojami skirtingų autorių požiūriai į reputacijos rizikos atsiradimo šaltinius bei autorių įžvalgos kaip reikėtų valdyti reputacijos riziką. Siekiant atsakyti į darbe iškeltus klausimus, atliktas kiekybinis tyrimas Lietuvos telekomunikacijų sektoriaus įmonėse. Tyrimo duomenys apdoroti naudojant SPSS statistinės analizės programinį paketą. Siekiant interpretuoti tyrimo rezultatus... [toliau žr. visą tekstą] / The maintaining of a good reputation and its protection from crises is an important task for companies seeking competitive advantages. The issue of this final thesis is to explore the level of perception of the importance of reputation and the ways of reputation risk management in the Lithuanian telecommunications sector companies. The goal of the thesis – to analyze the importance of reputation, factors contributing to the occurrence of reputation risk and its management practice in the Lithuanian telecommunications sector companies, and to compare it with practice in foreign companies. The thesis provides answers to the following questions: How is the importance of reputation perceived? What are the factors influencing reputation risk? How is this risk managed in the Lithuanian telecommunications sector companies? The thesis consists of the following parts: Introduction, Literature Review, Description of the Process of an Empiric Research and its Results, Summing-Up, Conclusions, and Practical Interpretation for Leaders. The Literature Review provides an analysis of scientific literature. This part explores the place of reputation among other concepts, provides a definition of the concept of stakeholders and analysis of the influence they have on the company’s reputation. Stress is laid on the importance of corporate reputation in the context of business activities. This part of the thesis also contains an analysis of the views of different authors on the sources of... [to full text]

Since his election into office, a cloud of uncertainty has surrounded President Trump’s foreign policy ambitions. Much of today’s scholarship concerns its unpredictable nature and scope. President Trump, like previous presidents who have come before him, entered office with very little foreign policy experience. A key feature of his non-principled, fast-alternating foreign policy is that few people know exactly what he is going to propose next in terms of his international strategy. Coupled with this strategy is Trump’s desire for international credibility and a strong reputation. This desire seems fundamentally at odds with his foreign policy strategy, as Trump proposes isolationist measures and countries learn to fear his foreign policy’s unpredictability. This paper aims to take a critical look at the role of humanitarian intervention in a country’s foreign policy. It analyses whether countries like the United States can successfully introduce humanitarian intervention as a successful foreign policy prescription. More specifically, it aims to answer the following research question: is it possible for the United States to reclaim its founding values through intervention in humanitarian crises without hindering the country’s military credibility? This paper first proposes theory, then aims to cement that theory in a real-world scenario through the analysis of a specific case study. It uses a combination of primary sources, secondary sources, and more qualitative methods of data gathering to deeply analyze the relationship between humanitarian intervention, military credibility, and the United States’ founding values. It then goes on to critically analyze the application of these findings to the genocide currently occurring in West Sudan.

A brand reputation is constantly in danger of being tarnished whether it is by their owninability to meet consumers’ standard when it comes to product quality, their disregardfor ethical business, or being unlucky with the force of nature. But one crisis is seldomlike another, and neither are their effects. This study utilizes dimensions of consumerbased brand equity in order to explore how reputational crises stemming in a corporation’sown ability to produce quality goods and reputational crises stemming in corporate socialirresponsibility affect those dimensions and to see, is there a difference? The theory used based on Aaker, a marketing researcher who has come to be a prominentfigure in terms of consumer based brand equity, Brown &amp; Dacin who are largely to creditfor making the discussion regarding different types of crises relevant, and authors whomore often than not refer to the works of the previously mentioned prominent figures. In order to find out if there is a difference in consumer reaction between corporate abilityand CSR related crises a quantitative approach where means from a population, dividedinto two groups which received similar questionnaires with the same brand but thecorporate ability or CSR crisis being the difference, were compared in order to find anypotential differences between the groups. The results from the survey were that corporate ability and CSR had a negative effect onpurchase intention while there was no difference in the magnitude of the negative effect,likewise regarding product evaluation CSR and corporate ability had a negative effectwhile there was no difference in the magnitude of the effect, and for corporate evaluationCSR had a negative effect while corporate ability had no negative effect. To elaborate onthis study, further research which includes variables such as brand loyalty while usingother types of product categories is proposed

Do firms face reputational penalties for committing environmental violations? This paper replicates the work of a previous empirical study to confirm the relationship between abnormal returns and legal penalties following the announcement of a violation. It then goes on to extend the study using more recent data to assess how reputational costs change over time. Across both sets of data, firms suffer abnormal stock price decreases following the announcement of an environmental crime. The size of prospective legal penalties is on average larger than the decrease in market value, indicating that investors base their reaction to violations off the present value of legal costs faced by the firm. Average abnormal returns decreased in size between the two studies, indicating that over time as investors started paying more attention to environmental responsibility, they became less surprised by new violations. The results of the studies taken together have public policy implications, indicating that at present investors face immediate penalties following a violation in the form of regulatory costs, but in the long term may also face reputational penalties due to increased investor attention to environmental performance.

The purpose of this research is to examine whether U.S. banks that announced material operational risk loss (oprisk loss) events can still enjoy a lower cost of capital. I use the bank's credit rating as a proxy for the cost of debt capital, and the actual oprisk loss amounts announced by publicly traded U.S. banks for $10 million and over during the period 1998 to 2012 compiled from my own database. I also investigate whether the type of oprisk loss event and business line in which the loss event was incurred matter to credit rating agencies. I perform additional analysis to determine whether a downgrade in a bank's credit rating associated with the announcement of a material oprisk loss amount impacts the bank's reputation. This study focuses on the U.S. banking industry because of the increased market and regulatory scrutiny of oprisk losses; especially during the financial crisis of 2008 to 2010. The logistic analysis shows that banks' announcement of material oprisk loss amount is associated with a decline in credit ratings. The findings did not support the position that the type of loss event and business line in which the loss event was incurred matter to credit rating agencies. The results for the event study show that a downgrade in a bank's credit rating associated with an announcement of a material loss amount has a robust, statistically significant negative stock market reaction. Furthermore, the results reveal that the losses in market value significantly exceed the announced loss amounts associated with credit rating downgrades, indicating reputational loss to the banks. This research was limited to announcements of material oprisk loss amounts by U.S. banks publicly traded on major U.S. stock exchanges. Investigating the impact of announcements of material oprisk loss amounts by financial institutions publicly listed on major stock exchanges worldwide provides an avenue for future research. This study contributes to the literature on operational risk and the cost of debt capital as reflected in credit ratings by providing empirical evidence of the impact of oprisk losses on credit ratings of U.S. banks.