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This is why each one of these groups will probably form a different image of the organisation. Investors and stock brokers will probably emphasise financial performance, while the consumer public will give importance to high product quality. Together these images/views of the different stakeholder groups over time form the corporate reputation (Caruana, 1997).
Corporate reputation is sometimes defined as the “collective opinion of stakeholders toward an organisation based on its past record”. A good reputation is then “awarded” to those organisations who are seen to have a good behaviour and with whom they have had positive experiences (Frost & Cooke, 1999, 22)...
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