Corporate reputation is a valuable intangible asset that brings many benefits to organizations. Some past studies had come out with the empirical evidence which showed that specific facets of RepTrak™ model positively influenced the reputation. However, the relevance of applying the RepTrak™ model in Malaysia setting as a developing economy is still insufficient. Thus, this paper aims to review the literature to examine the facets of the RepTrak™ model and applied it into the annual reports of the three (3) selected public-listed companies (PLCs) in Malaysia. The facets or themes developed by reputation institute measured on seven (7) facets, namely products and services, innovation, workplace, citizenship, leadership, performance, and governance. The reviews of the themes revealed that the three (3) PLCs are congruent with the seven facets based on the RepTrak™ model, however, each organization differs depending on the nature of the industries. Hence, this has called upon the management, especially the corporate communication department to focus on the facets that has been suggested to form a strategic approach to sustain their organizational reputation. Keyword s : corporate reputation, public-listed companies, RepTrak™ model, strategic management

/pdf/a-review-of-reputation-facets-of-selected-public-listed-5ftnm9xi0a.pdf

A review of reputation facets of selected public-listed companies in malaysia based on reptrak™ model

The reduction of market share of fixed broadband PT Telkom was ca used by purchase intention of Indihome product was lower than p urchase intention of product from the other competitor. Based on the lit erature study on the previous research, the variables that had i nfluence to purchase intention were brand equity and brand preference. This res earch used the model that stated brand equity and brand prefere nce had a positive influence to purchase intention. The data collected by having questionnaire that distributed to to the candidate cust omer through on line (using google form and SMS). There were 403 respondents. The da ta analyzed in descriptive and verificative with variance based SEM with SmartPLS 3.0 software. Based on the result of descriptive analys is, the respondents had given the moderate evaluation to the v ariables, i.e: brand equity (67.04%), brand preference (60.55%), and purchase intention (64,37%). The result of verificative analysis with Pa rtial Least Square, showed that brand equity had a significant positive inf luence to brand preference, brand equity had a significant posi tive influence to purchase intention, brand preference had a significant positive influence to purchase intention, also brand equity had a signif icant positive influence to brand preference and purchase intention direct and indirect. The suggestions that could be proposed were Telkom ha d to enhanced the dimension of brand equity that had positive effect on brand preference and purchase intention, also the need of adding another variable that had effect on purchase intention for the future research.

The Impact of Brand Equity on Brand Preference and Purchase Intention of IndiHome Product: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016

Researchers have acknowledged the importance of corporate reputation amongst different fields of study Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation has a positive effect on customer loyalty and satisfaction However, there is limited research tackling brand preference and also these studies mainly tackled developed markets The relationship between corporate reputation and brand preference is the focus of this research The researcher focuses on the soft drinks market in Egypt; to examine whether a significant relationship exists between corporate reputation and consumer brand preference The researcher used the dimensions in RepTrak™ Model which are: Products and Services, Innovation, Performance, Citizenship, Governance, Leadership, and Workplace The sample was 247 respondents mostly Egyptians middle class aged 21-29 years old Data analyses have been conducted using selected statistical tests such as normality, autocorrelation and multi-co linearity tests to achieve the research objectives and answer the research questions The findings showed that there is a positive significant relationship between brand preference and corporate reputation dimensions At the end the researcher provides recommendations for further use of the model identified and areas where future research is needed

	 

	Key words: Corporate reputation, corporate reputation management, brand preference, stakeholders, soft drinks industry

/pdf/does-corporate-reputation-affect-brand-preference-i9ycx98qqg.pdf

Zayed Aly Mahmoud

Papers

Does corporate reputation affect brand preference? Application to the soft drinks industry in Egypt