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December 30, 2019
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December 31, 2013
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Abstract
Rosnąca konkurencja i wzrastające wymagania interesariuszy wobec przedsiębiorstw rodzą konieczność profesjonalnego kształtowania ich relacji z otoczeniem biznesowym i społecznym. Kreowanie wizerunku, budowanie wiarygodności i reputacji przedsiębior‑ stwa staje się, obok kwestii jego finansowej efektywności, osiągania przewagi konkuren‑ cyjnej, zwiększania rynkowej wartości równie ważnym, jak nie najważniejszym celem, często bowiem determinującym możliwość realizacji pozostałych. W niniejszym artykule, w świetle literatury przedmiotu podjęto rozważania dotyczące pojęcia, znaczenia, ewolu‑ cji i wzajemnych relacji między wizerunkiem a reputacją przedsiębiorstwa. W ich efekcie zasugerowano konkretne działania, które przedsiębiorstwa powinny podejmować, aby być bardziej wyrazistymi, przewidywalnymi i godnymi zaufania
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How to Cite
Wojnarowska, H. . (2013). Wizerunek a reputacja przedsiębiorstwa. Istota, znaczenie, wzajemne relacje. Education of Economists and Managers, 30(4), 11–23. https://doi.org/10.5604/01.3001.0009.4615
References
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1. Aaker, D.A., Keller, K.L. (1993), The Effects if Corporate Images to Behavioral Relationships,“Public Relations Review”, Vol. 19, No. 2.
2. Abratt, R. (1989), A New Approach to the Corporate Image Management Process, “Journalof Marketing Management”, Vol. 5, No. 1.
3. Abratt, R., Mofokeng, T.N. (2001), Development and Management of Corporate Image inSouth Africa “European Journal of Marketing”, Vol. 35, No. 3.
4. Altkorn, J. (2002), Kształtowanie rynkowego wizerunku firmy, Wydawnictwo AEw Krakowie, Kraków.
5. Altkorn, J. (2004), Wizerunek firmy, Wyższa Szkoła Biznesu w Dąbrowie Górniczej,Dąbrowa Górnicza.
6. Balmer, J.M.T., Soenen, G.M. (1998), A new approach to corporate identity management,International Center for Corporate Identity Studies, Working Paper, May.
7. Bennet, R., Rentschler, R. (2003), Corporate Reputation Review, Palgrave Macmillan,Basingstoke, England, Vol. 6, No. 3.
8. Britt, S.H. (1971), Psychological Principles of the Corporate Imagery Mix, “BusinessHorizons”, Vol. 14, No. 1.
9. Christopher, M., Pitts, B. (1969), It’s who you Sell, “Business Management”, No. 11.
10. Cornelissen, J. (2000), Corporate Image: an Audience Centered Model, “CorporateCommunications: An International Journal”, Vol. 5, No. 2.
11. Dąbrowski, T.J., ( 2010a), Komunikacja kryzysowa jako narzędzie kształtowania reputacji,„Marketing i Rynek”, nr 8.
12. Dąbrowski, T.J., (2010b), Reputacja przedsiębiorstwa, Oficyna Wolters Kluwer Business,Kraków.
13. Dowling, G.R. (2004), Corporate Reputations: Should You Compete on Yours?, “CaliforniaManagement Review”, Vol. 46, No. 3.
14. Dowling, G.R. (1986), Managing your Corporate Images, “Industrial MarketingManagement”, Vol. 15.
15. Gray, E.R., Smeltzer, L.R. (1985), SMR Forum: Corporate Image-an Integral Part ofStrategy, “Sloan Management Review”, Vol. 26, No. 4.
16. Hatch, M.J., Schultz, M., Williamson, J. ( 2003), Bringing the Corporation into CorporateBranding, “European Journal of Marketing”, Vol. 37, No. 7/8.
17. Johnson, M., Zinkhan, G.M. (1990), Defining and Measuring Company Image, in:B.J. Dunlap (ed.) Proceedings of the Thirteenth Annual Conference of the Academy ofMarketing Science, Academy of Marketing Science, New Orleans.
18. Keller, K.L., Aker, D.A. (1997), Managing the Corporate Brand: the Effect of CorporateMarketing Activity on Consumer Evaluations of Brand Extensions, Working Paper,Report, No. 97–106, Marketing Science Institute, Cambridge, MA, May.
19. Kennedy, S.H. (1977), Nurturing Corporate Image, “European Journal of Marketing”,Vol. 11, No. 3.
20. Wizerunek a reputacja przedsiębiorstwa. Istota, znaczenie, wzajemne relacje 21Kotler, P., Bariach, H. (1991), A Framework for Marketing Image Management, “SloanManagement Review”, Vol. 32, No. 2.
21. Martineau, P. (1958), The Personality of the Retail Store, “Harvard Business Review”,Vol. 32, October.
22. Melewar, T.C., Jenkins, E. (2002), Defining the corporate identity construct, “CorporateReputation Review”, Spring 5, 1.
23. Moingeon, B., Ramanantsoa, B. (1995), An Identity Study of Firm Mergers: the Caseof a French Savings Bank, “Case Method Research and Application”, Volume VII,WARCA, in: H.E. Klein, (ed), Needham, MA.
24. Neville, B.I., Bell, S.J., Menguc, B. (2005), Corporate Reputation, Stakeholders andthe Social Performance-Financial Performance Relationship, “European Journal ofMarketing”, No. 9–10.
25. Nguyen, N., LeBlanc, G. (2001), Image and Reputation of Higher Education institutionsin Student’s Retention Decisions, “The International Journal of EducationalManagement”, Vol. 15, No. 6/7.
26. Penc, J. (1998), Rynkowy wizerunek firmy, „Marketing Serwis”, nr 4.
27. Plummer, J.T. (1984) How Personality Makes a Difference, “Journal of AdvertisingResearch”, January, Vol. 23.
28. Porter, M. (1985), Competitive Advantage: Creating and Sustaining Superior Performance,The Free Press, New York.
29. Roberts, P.W., Dowling, G.R. (2002), Corporate Reputation and Sustained SuperiorFinancial Performance, “Strategic Management Journal”, Vol. 23, No 1.
30. Balmer, J., Soenen, G. (1998), A new Approach to Corporate Identity Management,International Centre for Corporate Identity Studies, Working Paper, nr 5.
31. van Rekom, J., van Riel, C.B.M., Wierenga, B. (1991 ), Corporate Identity. Van vaag conceptnaar hard feitenmateriaal, Working paper, Corporate Communication Centre,Erasmus University.
32. Melewar, T.C., Jenkins, E. (2002), Defining the Corporate Identity Construct, “CorporateReputation Review”, Spring , Vol. 5, 1.
33. Van Riel, C., Balmer, J. (1997), Corporate Identity: the Concept, its Measurement andManagement, “European Journal of Marketing”, 31 (5/6).
34. Weigelt, K., Camerer, C. (1988), Reputation and Corporate Strategy. A Review of RecentTheory and Aplications, “Strategic Management Journal”, No. 5.
35. Weiwei, T. (2007), Impact of Corporate image and Corporate reputation customer loyalty:A Review, “Management Science and Engineering”, Vol. 1, No. 2.
References
1. Aaker, D.A., Keller, K.L. (1993), The Effects if Corporate Images to Behavioral Relationships,“Public Relations Review”, Vol. 19, No. 2.
2. Abratt, R. (1989), A New Approach to the Corporate Image Management Process, “Journalof Marketing Management”, Vol. 5, No. 1.
3. Abratt, R., Mofokeng, T.N. (2001), Development and Management of Corporate Image inSouth Africa “European Journal of Marketing”, Vol. 35, No. 3.
4. Altkorn, J. (2002), Kształtowanie rynkowego wizerunku firmy, Wydawnictwo AEw Krakowie, Kraków.
5. Altkorn, J. (2004), Wizerunek firmy, Wyższa Szkoła Biznesu w Dąbrowie Górniczej,Dąbrowa Górnicza.
6. Balmer, J.M.T., Soenen, G.M. (1998), A new approach to corporate identity management,International Center for Corporate Identity Studies, Working Paper, May.
7. Bennet, R., Rentschler, R. (2003), Corporate Reputation Review, Palgrave Macmillan,Basingstoke, England, Vol. 6, No. 3.
8. Britt, S.H. (1971), Psychological Principles of the Corporate Imagery Mix, “BusinessHorizons”, Vol. 14, No. 1.
9. Christopher, M., Pitts, B. (1969), It’s who you Sell, “Business Management”, No. 11.
10. Cornelissen, J. (2000), Corporate Image: an Audience Centered Model, “CorporateCommunications: An International Journal”, Vol. 5, No. 2.
11. Dąbrowski, T.J., ( 2010a), Komunikacja kryzysowa jako narzędzie kształtowania reputacji,„Marketing i Rynek”, nr 8.
12. Dąbrowski, T.J., (2010b), Reputacja przedsiębiorstwa, Oficyna Wolters Kluwer Business,Kraków.
13. Dowling, G.R. (2004), Corporate Reputations: Should You Compete on Yours?, “CaliforniaManagement Review”, Vol. 46, No. 3.
14. Dowling, G.R. (1986), Managing your Corporate Images, “Industrial MarketingManagement”, Vol. 15.
15. Gray, E.R., Smeltzer, L.R. (1985), SMR Forum: Corporate Image-an Integral Part ofStrategy, “Sloan Management Review”, Vol. 26, No. 4.
16. Hatch, M.J., Schultz, M., Williamson, J. ( 2003), Bringing the Corporation into CorporateBranding, “European Journal of Marketing”, Vol. 37, No. 7/8.
17. Johnson, M., Zinkhan, G.M. (1990), Defining and Measuring Company Image, in:B.J. Dunlap (ed.) Proceedings of the Thirteenth Annual Conference of the Academy ofMarketing Science, Academy of Marketing Science, New Orleans.
18. Keller, K.L., Aker, D.A. (1997), Managing the Corporate Brand: the Effect of CorporateMarketing Activity on Consumer Evaluations of Brand Extensions, Working Paper,Report, No. 97–106, Marketing Science Institute, Cambridge, MA, May.
19. Kennedy, S.H. (1977), Nurturing Corporate Image, “European Journal of Marketing”,Vol. 11, No. 3.
20. Wizerunek a reputacja przedsiębiorstwa. Istota, znaczenie, wzajemne relacje 21Kotler, P., Bariach, H. (1991), A Framework for Marketing Image Management, “SloanManagement Review”, Vol. 32, No. 2.
21. Martineau, P. (1958), The Personality of the Retail Store, “Harvard Business Review”,Vol. 32, October.
22. Melewar, T.C., Jenkins, E. (2002), Defining the corporate identity construct, “CorporateReputation Review”, Spring 5, 1.
23. Moingeon, B., Ramanantsoa, B. (1995), An Identity Study of Firm Mergers: the Caseof a French Savings Bank, “Case Method Research and Application”, Volume VII,WARCA, in: H.E. Klein, (ed), Needham, MA.
24. Neville, B.I., Bell, S.J., Menguc, B. (2005), Corporate Reputation, Stakeholders andthe Social Performance-Financial Performance Relationship, “European Journal ofMarketing”, No. 9–10.
25. Nguyen, N., LeBlanc, G. (2001), Image and Reputation of Higher Education institutionsin Student’s Retention Decisions, “The International Journal of EducationalManagement”, Vol. 15, No. 6/7.
26. Penc, J. (1998), Rynkowy wizerunek firmy, „Marketing Serwis”, nr 4.
27. Plummer, J.T. (1984) How Personality Makes a Difference, “Journal of AdvertisingResearch”, January, Vol. 23.
28. Porter, M. (1985), Competitive Advantage: Creating and Sustaining Superior Performance,The Free Press, New York.
29. Roberts, P.W., Dowling, G.R. (2002), Corporate Reputation and Sustained SuperiorFinancial Performance, “Strategic Management Journal”, Vol. 23, No 1.
30. Balmer, J., Soenen, G. (1998), A new Approach to Corporate Identity Management,International Centre for Corporate Identity Studies, Working Paper, nr 5.
31. van Rekom, J., van Riel, C.B.M., Wierenga, B. (1991 ), Corporate Identity. Van vaag conceptnaar hard feitenmateriaal, Working paper, Corporate Communication Centre,Erasmus University.
32. Melewar, T.C., Jenkins, E. (2002), Defining the Corporate Identity Construct, “CorporateReputation Review”, Spring , Vol. 5, 1.
33. Van Riel, C., Balmer, J. (1997), Corporate Identity: the Concept, its Measurement andManagement, “European Journal of Marketing”, 31 (5/6).
34. Weigelt, K., Camerer, C. (1988), Reputation and Corporate Strategy. A Review of RecentTheory and Aplications, “Strategic Management Journal”, No. 5.
35. Weiwei, T. (2007), Impact of Corporate image and Corporate reputation customer loyalty:A Review, “Management Science and Engineering”, Vol. 1, No. 2.
2. Abratt, R. (1989), A New Approach to the Corporate Image Management Process, “Journalof Marketing Management”, Vol. 5, No. 1.
3. Abratt, R., Mofokeng, T.N. (2001), Development and Management of Corporate Image inSouth Africa “European Journal of Marketing”, Vol. 35, No. 3.
4. Altkorn, J. (2002), Kształtowanie rynkowego wizerunku firmy, Wydawnictwo AEw Krakowie, Kraków.
5. Altkorn, J. (2004), Wizerunek firmy, Wyższa Szkoła Biznesu w Dąbrowie Górniczej,Dąbrowa Górnicza.
6. Balmer, J.M.T., Soenen, G.M. (1998), A new approach to corporate identity management,International Center for Corporate Identity Studies, Working Paper, May.
7. Bennet, R., Rentschler, R. (2003), Corporate Reputation Review, Palgrave Macmillan,Basingstoke, England, Vol. 6, No. 3.
8. Britt, S.H. (1971), Psychological Principles of the Corporate Imagery Mix, “BusinessHorizons”, Vol. 14, No. 1.
9. Christopher, M., Pitts, B. (1969), It’s who you Sell, “Business Management”, No. 11.
10. Cornelissen, J. (2000), Corporate Image: an Audience Centered Model, “CorporateCommunications: An International Journal”, Vol. 5, No. 2.
11. Dąbrowski, T.J., ( 2010a), Komunikacja kryzysowa jako narzędzie kształtowania reputacji,„Marketing i Rynek”, nr 8.
12. Dąbrowski, T.J., (2010b), Reputacja przedsiębiorstwa, Oficyna Wolters Kluwer Business,Kraków.
13. Dowling, G.R. (2004), Corporate Reputations: Should You Compete on Yours?, “CaliforniaManagement Review”, Vol. 46, No. 3.
14. Dowling, G.R. (1986), Managing your Corporate Images, “Industrial MarketingManagement”, Vol. 15.
15. Gray, E.R., Smeltzer, L.R. (1985), SMR Forum: Corporate Image-an Integral Part ofStrategy, “Sloan Management Review”, Vol. 26, No. 4.
16. Hatch, M.J., Schultz, M., Williamson, J. ( 2003), Bringing the Corporation into CorporateBranding, “European Journal of Marketing”, Vol. 37, No. 7/8.
17. Johnson, M., Zinkhan, G.M. (1990), Defining and Measuring Company Image, in:B.J. Dunlap (ed.) Proceedings of the Thirteenth Annual Conference of the Academy ofMarketing Science, Academy of Marketing Science, New Orleans.
18. Keller, K.L., Aker, D.A. (1997), Managing the Corporate Brand: the Effect of CorporateMarketing Activity on Consumer Evaluations of Brand Extensions, Working Paper,Report, No. 97–106, Marketing Science Institute, Cambridge, MA, May.
19. Kennedy, S.H. (1977), Nurturing Corporate Image, “European Journal of Marketing”,Vol. 11, No. 3.
20. Wizerunek a reputacja przedsiębiorstwa. Istota, znaczenie, wzajemne relacje 21Kotler, P., Bariach, H. (1991), A Framework for Marketing Image Management, “SloanManagement Review”, Vol. 32, No. 2.
21. Martineau, P. (1958), The Personality of the Retail Store, “Harvard Business Review”,Vol. 32, October.
22. Melewar, T.C., Jenkins, E. (2002), Defining the corporate identity construct, “CorporateReputation Review”, Spring 5, 1.
23. Moingeon, B., Ramanantsoa, B. (1995), An Identity Study of Firm Mergers: the Caseof a French Savings Bank, “Case Method Research and Application”, Volume VII,WARCA, in: H.E. Klein, (ed), Needham, MA.
24. Neville, B.I., Bell, S.J., Menguc, B. (2005), Corporate Reputation, Stakeholders andthe Social Performance-Financial Performance Relationship, “European Journal ofMarketing”, No. 9–10.
25. Nguyen, N., LeBlanc, G. (2001), Image and Reputation of Higher Education institutionsin Student’s Retention Decisions, “The International Journal of EducationalManagement”, Vol. 15, No. 6/7.
26. Penc, J. (1998), Rynkowy wizerunek firmy, „Marketing Serwis”, nr 4.
27. Plummer, J.T. (1984) How Personality Makes a Difference, “Journal of AdvertisingResearch”, January, Vol. 23.
28. Porter, M. (1985), Competitive Advantage: Creating and Sustaining Superior Performance,The Free Press, New York.
29. Roberts, P.W., Dowling, G.R. (2002), Corporate Reputation and Sustained SuperiorFinancial Performance, “Strategic Management Journal”, Vol. 23, No 1.
30. Balmer, J., Soenen, G. (1998), A new Approach to Corporate Identity Management,International Centre for Corporate Identity Studies, Working Paper, nr 5.
31. van Rekom, J., van Riel, C.B.M., Wierenga, B. (1991 ), Corporate Identity. Van vaag conceptnaar hard feitenmateriaal, Working paper, Corporate Communication Centre,Erasmus University.
32. Melewar, T.C., Jenkins, E. (2002), Defining the Corporate Identity Construct, “CorporateReputation Review”, Spring , Vol. 5, 1.
33. Van Riel, C., Balmer, J. (1997), Corporate Identity: the Concept, its Measurement andManagement, “European Journal of Marketing”, 31 (5/6).
34. Weigelt, K., Camerer, C. (1988), Reputation and Corporate Strategy. A Review of RecentTheory and Aplications, “Strategic Management Journal”, No. 5.
35. Weiwei, T. (2007), Impact of Corporate image and Corporate reputation customer loyalty:A Review, “Management Science and Engineering”, Vol. 1, No. 2.