본 연구는 국제사회에서 심각한 인권침해국으로 비난받고 있는 북한이 여성에 대한 모든 형태의 차별철폐에 관한 협약(여성차별철폐협약)을 이 행하는 국제적 및 국내적 의도를 분석한다. 북한은 2001년 2월 여성차별 철폐협약에 가입했고 이듬해 1차 국가보고서를 제출했다. 2016년 2-4차 통합 국가보고서, 2021년에는 지속가능발전목표(SDGs)의 성평등 현황을 포함한 자발적국가리뷰를 포함해 제출했다. 국내법과 제도 등을 통해 인 권 기록을 개선하는 모습을 보였다. 국제규범이 국가의 국제규범 준수에 영향을 줄 수 있는 강압과 문화적응의 기제를 평판 개념과 연결하여 북 한이 국제여성규범을 이행한 의도를 분석한다. 우선 국제적으로는 북한 인권조사위원회의 보고서 제출 이후 북한에 대한 국제적 비난에 대응하 고 국제인권규범 이행으로 평판 우산을 만들어 유엔전략계획 등 국제기 구와 상호협력을 증진하기 위함이었다. ‘여성’ 규범은 기존 정책을 크게 바꾸지 않고도 국제규범을 실천하고 있다는 표현적 효과로 평판을 얻을 수 있는 분야였다. 국내적으로는 시장화 이후 여성의 지위 변화에 대응 하고 자신을 비난하는 국가들을 여성 권리 침해국으로 규정하여 북한을 국제규범을 준수하고 여성 권리를 보호하는 국가로 체제를 정당화하기 위함이었다.

Corporate Social Responsibility (CSR) activities substantially impact a company’s reputation. As companies increasingly embrace social media to communicate CSR activities, they face the challenge of selecting the appropriate message source. In this context, this paper examines the role of message source in the relationship between CSR communication and corporate reputation.

The purpose is to propose and test the model for measuring the reputation of fashion brands. In order to test the model, 10 in-depth interviews with 10 Spanish Fashion CEOs and top managers were conducted. The findings validated variables: brand awareness, product and service quality, brand affect, self-congruence and sustainability and provided social networking as the new variable and removed the financial performance variable.

Corporate reputation – the central antecedent of trust – bears the potential to create sustainable competitive advantage. However, far too many examples of companies’ socially irresponsible behavior over the past years led to a severe crisis of confidence. Disgraced companies suffer from the adverse effects of their misbehaviors at all levels. As a consequence, one of the top priorities for both practitioners and business scholars is the identification of opportunities to (re)build corporate reputation. Corporate Social Responsibility (CSR), a key driver of reputation perceptions, is a very promising one. However, as CSR is a multidimensional construct that comprises a wide range of activities, the selection of the “right” ones deems a major challenge. Based on a literature review, we advocate that news media data should be utilized to analyze which CSR dimensions are particularly likely to affect reputation perceptions. As journalists rely on companies’ press releases as a starting point for their business articles, companies need to carefully evaluate which CSR dimensions they emphasize in their communication strategy. Based on superior measures of reputation and CSR, this study utilizes reputation and news media coverage data on companies listed in the German DAX30 between 2005 and 2011. The panel data regression encompasses the multidimensional concept of CSR, presenting a six-dimensional CSR construct including environment, employee relations, community, product issues, corporate culture and corporate governance. Relevant moderating variables, namely firm and stakeholder characteristics, are investigated. In this context, the results show that the relevance of each of those six distinct dimensions differs for the formation of reputation judgements and varies across investigated stakeholder and company types: across all model specifications, negative media coverage addressing employee relations and community affects reputation perceptions. The general public primarily perceives negative news coverage as relevant for their reputation judgements. Opinion leaders seem to be less dependent on the media to learn about CSR dimensions, as only four out of twelve independent variables exert a significant impact on their reputation judgments. News coverage about product issues only constitutes a key role in the formation of reputation judgements of firms that are predominantly known from direct experiences. A particularly large amount of variation can be explained for reputation ratings of these companies as well as for reputation perceptions of opinion leaders.

With the development of e-commerce, firms have now a greater interest than before in investing in intangible assets, especially their e-reputation. The literature review shows that studies in the field of e-reputation are still limited. Furthermore, existing studies (e.g. Walsh et al., 2009) tend to focus on antecedents and consequences of reputation that are associated with the offline context, but do not analyze variables related to e-consumer behavior. The objectives of this paper are hence twofold: (1) examining the dimensions of the customer-based online reputation; (2) introducing a causal model that associates online reputation with some key antecedents and consequences. Our results show that a high level of trust positively impacts the online reputation. The same is true for heritage, but with less impact, maybe because the online commerce is relatively new, and e-commerce websites do not have a heritage yet compared to well-established brick and mortar companies. In terms of consequences, a favorable reputation increases the customer commitment toward the website, meaning that online customers will have a higher desire to maintain this valued relationship. In addition, the positive influence on WOM is very important especially in our digital era where brand choices and personal influences are increasingly taking place online. As for the measure of e-reputation, our results confirm that it can be assessed through 8 specific factors: Customer orientation, Reliable Delivery, Innovativity and Singularity, High Standard Offerings, Price, Social and Environmental Responsibility, Good employer, and Financially Strong Company. From an operational point of view, the customer-based e-reputation scale could be used repeatedly as a barometer enabling to periodically asses the e-reputation of diverse online companies. Our results also point out some potential managerial implications as far as improving customer-based online reputation is concerned. From the perspective of antecedents, increasing trust should be the choice in order to improve online reputation. With regards to the consequences, online reputation is a significant indicator of customer commitment to the website and spreading a positive word-of-mouth. Hence, and in order to have a positive e-WOM, managers should focus on enhancing their online reputation.

Introduction The attributes of the Chief Executive Officer (CEO) have a significant influence on the actions of the organization and, ultimately, firm performance (Chatterjee & Hambrick, 2007; Kashmiri, Nicol, & Arora, 2017). Recently, there has been growing interest in one particular CEO attribute, i.e., narcissism and how this individual characteristic affects actions taken by the firm and the outcomes achieved. Narcissistic CEOs have been described as “having an inflated self-concept that is enacted through a desire for recognition and a high degree of self-reference when interacting with others (Resick, Whitman, Weingarden, & Hiller, 2009: pg. 1367).” Prior research has found that CEOs with a more narcissistic personality make riskier decisions by changing the company’s strategy more often (Chatterjee & Hambrick, 2007), making acquisitions more frequently and of larger targets (Chatterjee & Hambrick, 2007), adopting discontinuous technologies (Gerstner, König, Enders, & Hambrick, 2013), and expanding international business activities (Oesterle, Elosge, & Elosge, 2016). The results of previous studies show that by pursuing decisions with greater risk and involving the firm in wide-ranging efforts, the actions of narcissistic CEOs lead to fluctuating firm performance (Chatterjee & Hambrick, 2007) and diminishes the positive effect of various firm activities. While these prior studies have provided valuable insight, the strong emphasis on the organizational actions taken as a consequence of the narcissistic CEO has not added to our understanding of the relationship between CEOs who seek personal affirmation, admiration, and attention and important intervening variables for firm performance such as corporate brand reputation. Corporate brand reputation signals the status of an organization and influences the actions of capital markets, investors, consumers, and applicants in the job market (Fombrun & Shanley, 1990). Managers actively work to construct favourable corporate brand reputations through the actions the firm takes and the information selectively released to the media and public. Yet, the literature suggests that narcissistic CEOs spend time focusing on how to enhance their own image rather than on achieving organizational goals (Resick et al., 2009). In this regard, the attention-seeking CEO likely becomes a focal point for the corporate brand. However, no research to date has examined the relationship between the narcissistic CEO’s personality and the effects of corporate brand reputation. This study fills the gap in the literature by investigating how CEO narcissism influences the effectiveness of corporate brand reputation on firm performance. Theoretical development The literature on corporate brands noted that corporate brand reputation is a critical intangible asset that affects firm performance (Roberts & Dowling, 2002). Stakeholders use corporate brand reputation as a means to compare and contrast competitors Researchers have noted various advantages for highly reputable firms: customers are willing to pay more for offerings (Roberts & Dowling, 2002) and accept new product innovations (Dowling, 2002); managers accept lower remuneration (Tavassoli, Sorescu, & Chandy, 2014) and receive higher payoff for investments (Benjamin & Podolny, 1999). These types of advantages allow for greater performance. Thus, consistent with prior literature, we argue the following: Hypothesis 1: Corporate brand reputation has a positive effect on future firm performance. Research has shown that CEO narcissism diminishes the effect of the firm’s positive actions. Petrenko, Aime, Ridge, and Hill (2016) argue that narcissistic CEOs pursue Corporate Social Responsibility efforts (CSR) as a means to enhance their own image. Yet, the authors found that the narcissistic CEOs actually reduce the positive affect of CSR initiatives. Likewise, Engelen, Neumann, and Schmidt (2016) examined the effect CEO narcissism had on the relationship between entrepreneurial orientation and performance finding that CEO narcissism lessens the positive effect of entrepreneurial orientation. These results are due to the narcissistic CEOs perpetual need for attention and self-affirmation which leads to unconcentrated work initiatives and a lack of attention to the needs of employees. When subordinates’ needs are ignored they develop a sense of powerlessness, incompetence and a lack of desire to present their own ideas. This environment diminishes entrepreneurial engagement (Engelen et al., 2016; Wales, Patel, & Lumpkin, 2013). In line with this view, we believe the attention-seeking narcissistic CEO competes with the development of the corporate brand and will dampen the positive effect of highly reputable brands on firm performance. Thus, we argue the following: Hypothesis 2: CEO narcissism diminishes the positive effect of corporate brand reputation on firm performance. Method We compiled a unique unbalanced panel composed of data from COMPUSTAT, ExecuComp, and Fortune Most Admired Companies listing. Our sample includes 993 firm-year observations consists of 237 CEOs from 144 U.S companies on eight-year period, 2009-2016. Data on CEOs were collected from the ExecuComp databases. Financial performance data were from COMPUSTAT. Firm reputation was obtained from firm’s published score in the Fortune “Most Admired Companies” survey in a given year. The fortune rating is obtained through surveys from executives and directors, and has been widely used in previous research (Love, Lim, & Bednar 2017). Our independent and control variables are measured in the year prior to the one in which the survey ratings are published. CEO narcissism is invariant meaning narcissism is a relatively stable disposition similar to Chatterjee and Hambrick’s (2011) and obtained by averaging data from the second and third years of each CEO’s tenure (t + 1 and t + 2). First year of the CEO’s tenure was not considered because of frequently mentioned anomalies reported at first year. CEO narcissism was measured with the same way as Chatterjee and Hambrick’s (2011). Thus, it combines indicators for (1) the prominence of the CEO’s photograph in the company’s annual report; (2) the CEO’s prominence in the company’s press releases; (3) the CEO’s use of first-person singular pronouns in interviews; (4) the CEO’s cash relative pay where cash compensation divided by that of the second-highest paid executive in the firm; and (5) the CEO’s non-cash relative pay where non-cash compensation divided by that of the second-highest-paid executive in the firm. Dependent variables were measures annually and consider available data after the second-year tenure of CEO (n > 2), yielding a 380 firm-years, 61 CEOs for testing our hypothesis. Firm performance was measured with Tobin’s Q (TQ), calculated by dividing the firm’s market value by firm’s asset replacement costs. We have the CEO, the firm, and the industry level control variables. CEO level control variables are CEO age, CEO tenure, CEO gender, CEO stock ownership as the percentage of company stock owned by the CEO, whether the CEO was also board chairman (duality). Firm-level control variables are firm’s the prior year performance, firm size (natural logarithm of revenues t+n–1), firm age, for each dependent variable, to consider strategy or performance tendencies, we included performance value for the firm in the year prior to the start of the CEO’s tenure (t – 1). Industry control variables are dummies for the industry sector (manufacturing, regulated and services industries), the industry average (for all firms in the sample, always excluding the focal firm) in each year (t + n), for each dependent variable to be able to control for industry tendencies. To control for endogeneity i.e. narcissistic CEOs are drawn to certain situations and/or that some conditions, we followed exactly the same procedure of Chatterjee and Hambrick’s (2011). Thus, we regressed CEO narcissism on firm revenues, age, ROA, and calendar year for the year prior to the CEO’s start, ROA change between first and second years of CEO tenure, measures in t+1, namely power (CEO/chair duality and CEO ownership), CEO age, industry dummies. Using the regression coefficients of the significant variables, we calculated each CEO’s predicted narcissism score and included that value as an endogeneity control in our analyses. We used generalized estimating equations (GEE) (Liang & Zeger, 1986), which derive maximum likelihood estimates and accommodate non-independent observations. Due to multiple observations for almost all firms, there is non-independency in our model. We specified a Gaussian (normal) distribution with an identity link function. The covariance structure of the repeated measurement was autoregressive of order one (AR(1)). We used robust variance estimators in our estimations. We used the xtgee routine in Stata 14.2. Results and conclusions The results provide considerable support for hypotheses 1 and 2. Hypothesis 1 predicted that corporate reputation has a positive effect on firm performance (b = .02, p < .01). CEO narcissism is a moderating effect between corporate brand reputation and firm performance. Specifically, CEO narcissism diminishes the positive effect of corporate reputation on firm performance (b = -.04, p < .05). Besides, CEO narcissism have a negative main effect on firm performance (b = -.14, p < .05). Corporate reputation is an intangible asset for firms and positively associated with firm performance according to our results. Little is known so far about the CEO and corporate brand relationship and the role of CEO brands in creating value for the company (Bendisch, Larsen, & Trueman, 2013). We investigated how CEO narcissism influence the relationship between firm’s reputations and firm performance which have not been investigated so far. Since CEOs are the face of the company and it contributes to corporate brand value, narcissistic CEOs might diminish the effect of corporate brand reputation on firm performance with their actions and messages. We find support for our ideas. As a future research, we suggest investigating this issue for different industry sectors and different firm performance measures. Besides, the process of what type of actions of CEOs might diminish brand value should be investigated further. When narcissistic CEOs reduce corporate brand reputation, another potential topic worth to investigate further.

During the last decades, consumers have become increasingly concerned about social and environmental issues (Cone, 2009; Kleanthous, 2011) and “want the brands they use to reflect their concerns and aspirations for a better world” (Bendell and Kleanthous, 2007, p. 5). Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture (Doane, 2001; Low and Davenport, 2007) and consumers either reward or punish companies that stress or ignore the importance of social and environmental excellence (Grail Research, 2010). From a firm perspective, investing in activities promoting sustainable development is increasingly recognized as an important source of competitive advantage (Porter and Kramer, 2006) and demonstrates a differentiator in most of the industries. According to a study conducted by the United Nations Global Compact and Accenture nearly 97% of the participating CEOs see sustainability as important to their company’s future success (UN and Accenture, 2016). The main reason and motivation to take action in sustainability issues is not the potential for revenue growth and cost reduction but rather the enhanced performance of the brand, trust and reputation (Lacy et al., 2010). Hence, financial rewards seem not to be the prioritized key driver for sustainability-oriented actions, since most companies are not able to explicitly quantify the benefits of their activity (UN and Accenture, 2016). But even though ethical and environmental issues have become an essential component for the evaluation and selection of brands and potential consumers may care about ethical issues, they are unlikely to compromise on traditional product attributes, such as value, quality, price, and performance (Chen and Chang, 2012). Accordingly, examining the influence of a brands sustainability orientation - as perceived by consumers - on brand related factors such as brand reputation and perceived brand value is of special importance for marketing research and practice. For that reason, the present paper examines the effect of brand sustainability on brand reputation and customer perceived value of a brand. Therefore, a measurement instrument was developed, that considers implicit and explicit pathways of human information processing and thus combines conscious and unconscious evaluations of a brands sustainability. Finally, the transfer from a positive customer evaluation to brand performance in terms of brand-related perception and brand-related behavior is examined.

This study examines the extent to which Fair Trade reputation and fit between this reputation and the communicated Fair Trade message influences consumer skepticism and positive electronic word-of-mouth. The results of two experiments show that previous Fair Trade reputation has a direct and indirect effect, via consumer brand identification, on consumer skepticism. Moreover, the fit between a reputation and the communicated message only seems to affect skepticism when the communicated message is perceived as realistic. In industries with bad Fair Trade reputations (Study 1) fit does not seem to have an effect on skepticism, while fit does influence skepticism in industries with a certain reputation history on Fair Trade (Study 2). Skepticism and consumer brand identification play an important mediating role in the relationship between reputation, fit and consumers’ electronic word-of-mouth intentions. We therefore conclude that communicating Fair Trade initiatives can be a rewarding effort but also seems to be a delicate matter.

본 연구에서는 글로벌 전략적 제휴를 하는 중국 산동성 소재 대기업을 대상으로 꽌시, 명성, POS(perceived organizational support), PLS(perceived leader support), 해외사업경험, 해외사업조직이 파트너기업과의 지식공유성과에 미치는 영향에 대하여 실증분석을 실시하였다. 제휴파트너와의 꽌시, 명성, POS는 전략적 제휴 파트너 기업과의 지식공유성과에 유의하게 정(＋)의 영향을 주는 것으로 나타났다. 반면 PLS는 예측한 바와 달 리 제휴파트너 기업과의 지식공유성과에 유의한 부(-)의 영향을 보여주었다. 그리고 해외사업경험은 꽌시와 명성 이 글로벌 제휴파트너 기업과의 지식공유성과에 영향을 미침에 있어 긍정적인 조절효과를 미치는 것으로 나타났 다. 한편 해외사업조직은 꽌시가 제휴파트너 기업과의 지식공유성과에 영향을 미침에 있어 긍정적인 조절효과를 보여주었다. 그러나 명성이 제휴파트너 기업과의 지식공유성과에 영향을 미침에 있어서는 긍정적인 조절효과를 보여주지 못하는 것으로 나타났다. 본 연구는 특히 중국 내부에 오랜 기간 글로벌 전략적 제휴를 바탕으로 크게 둥지를 튼 중국기업에 대한 조직, 인적자원관리 측면에 대한 연구와 이들 기업들에 대한 국제경영 관점의 연구, 이 두 개의 큰 줄기를 하나로 통합한 관점에서 연구했다는데 큰 의미가 있다.

Higher education institutions are facing increased national and international competition for research talent and research funds (OECD, 2009). The best way for a university to react to this situation is to foster its reputation. Not only for firms (Raithel & Schwaiger, 2015), but also for universities, reputation is one of the most valuable intangible assets (Albers, 2015). Therefore, this study investigates the drivers of business school reputation as perceived by academics. The impact of the following potential drivers is analyzed in this study: research performance, third-party research funds and standing of professors within the academic community. We used the variable research reputation from the business school ranking of the Centrum für Hochschulentwicklung (CHE) as a proxy for reputation. In addition, also the variable sum of third-party funds was available from the CHE dataset. Furthermore, we measured professors’ standing in the academic community by considering if they are outstanding members in the two major German research communities and if they are in the editorial board of one of the A+ or A ranked journals according to the vhb-jourqual ranking. Moreover, we measured research performance by means of the score of the faculty achieved in the Handelsblatt Rankings Faculties as well by means of the publication output per faculty member. Besides, the previous score of the CHE ranking was included to control for path dependency of reputation (Gray & Balmer, 1998). As additional control variables, the size of the business school, the research reputation of the host university (measured as the number of Nobel-price winners from the university) and the size of the city (measured by the number of inhabitants) were used. Research performance as measured by the Handelsblatt Ranking accounts for 31% of current reputational assessment. The influence of third-party funds as well as professors’ standing within the academic community could not be confirmed. Moreover, city size was found to be correlated to reputation. The obvious explanation would be that large cities are able to attract better researchers (be it for quality of life or because universities in large cities offer more attractive compensation schemes), which in turn leads to a higher research productivity – an important driver for academics’ reputational assessments of a business school.

This paper proposes a conceptual model for understanding the determinants of business school reputation from a company’s perspective, and further, investigates the potential effect that business school reputation has during the recruitment process. Although extant research enhanced the knowledge of business school reputation enormously (e.g. Corley & Gioia, 2000; Rindova, Williamson, & Petkova, 2010), business school reputation from the stakeholder perspective of practitioners has been largely underrepresented. Instead researchers have focused on examining business school education from students’ and academics’ perspectives (e.g. Baden-Fuller, Ravazzolo, & Schweizer, 2000). However, only few studies examine all three constituencies: students, firms and academics (e.g. Safón, 2009; Vidaver-Cohen, 2007). Reputation is pertinent as it reduces uncertainty among stakeholders and foremost, serves as signal to evaluate the quality of a product or service (Fombrun & Shanley, 1990, p. 237). For example, in the context of business schools recruiters assess the quality of graduates by recruiting candidates directly “off campus”. Thus, practitioners are regarded as a stakeholder group that exerts a powerful influence on business schools (Safón, 2007, p. 218). That is, successful alumni not only influence the perception of prospective and current students directly, but more generally contribute to external perceptions as part of rankings and media (e.g. Glick, 2008, p. 19). Hence, it is pivotal for business school management to know what drives the reputation of the institution in order to invest in and leverage on the most important determinants. Responding to a more holistic approach of business school reputation (e.g. Safon, 2009), the proposed conceptualization of business school reputation moves beyond prior literature to an understanding of multiple factors, internal and external, that influence business school reputation. Based on empirical qualitative data from semi-structured interviews with 12 recruiters from multidisciplinary backgrounds, in terms of industry and experience and extant literature, four main determinants of business school reputation were identified. These determinants include Media Coverage, Quality, Alumni and the Institution itself and are in line with prior research findings (e.g. Armstrong & Sperry, 1994; Sweitzer & Volkwein, 2009). Adding to the above, it is also evident that business school reputation has an influence on the selection process during recruitment (e.g. Safon, 2009). Therefore, this study not only contributes to the discussion on business school reputation from a multiple stakeholder perspective in identifying main drivers of reputation, but also on its influence on the recruitment process. Thus, the scarcity of research on business school reputation from practitioner’s perspective calls for a theory-based conceptual model for further foundation of research. By addressing these research gaps, this study makes several contributions. First, examining business school reputation from a practitioner’s perspective expands existing literature on business school reputation. Second, the proposed conceptual framework advances the importance of business school reputation from a management perspective with regard to its influence on the recruitment process.

This paper aims to narrow the gap in research on the impact of universities’ digitalization on reputational assessments by students. A measurement for perception of universities digital advancement (PDA) is developed and integrated in a model to explain university reputation and students’ WoM behavior. Results highlight the importance of the PDA.

Background and Purpose of Study: Social commerce refers to a form of electronic commerce based on Social Networking Service (SNS) and has grown substantially since the advent of Groupon in 2008. The growth of social commerce was accelerated with the increased popularity of SNS, where consumers share product information and reviews and the information is spread to others through SNS in real time (KB financial group, 2015). Social commerce can be divided into three types: (1) online group buying, (2) online shopping linked with the SNS, and (3) online shopping in SNS. The first type of social commerce is the most common type in Korea and the current study conducted an experiment based on the online group buying format. In the group buying social commerce, consumers gather together to purchase a product with a cheaper price. Placing a large order facilitates price promotion, (Yuan, & Lin, 2004) and buyers benefit from the cheaper price through the group buying (Zeng, Huang, & Dou, 2009). Group buying websites provides consumers with two types of information: time left for the promotion (time pressure) and the number of product sold (product popularity), and the overall purpose of this study is to examine the effects of time pressure, product popularity and website reputation on purchase intention. Hypotheses Development: Consumers make a purchase on social commerce websites because they can get a product with a cheaper price through group buying. Thus, this study is based on the assumption that all products are under price promotion. According to prospect theory, consumers are more likely to be sensitive to losses than gains. Consumers initially perceive a price promotion as a potential gain, but as the expiration approaches, they are more likely to perceive the promotion as a potential loss, which consequently increase purchase intention (Inman & McAlister, 1994). Also, a statement indicating product popularity, such as ‘the best-selling item’ increases purchase intention (Jeong & Kwon, 2012). Signaling theory provides a useful insight into understanding the effects of website reputation. Since consumers use a website reputation as an indicator of quality (Kirmani & Rao, 2000), they generally respond more positively to well-known websites than unknown websites (Shamdasani, Stanaland, & Tan, 2001). Therefore, based on the literature review, the following hypotheses are developed.H1: High time pressure has a greater impact on purchase intention than low time pressure. H2: High product popularity has a greater impact on purchase intention than low product popularity. H3: Well-known website has a greater impact on purchase intention than unknown website. H4: The effect of time pressure on purchase intention differs as a function of product popularity. H5: The effect of time pressure on purchase intention differs as a function of website reputation. H6: The effect of product popularity on purchase intention differs as a function of website reputation. Method: This study’s design is a 2 (time pressure: high vs. low) x 2 (popularity: high vs. low) x 2 (website reputation: well-known vs. unknown) between-subjects factorial design. This study includes three pretests: (1) to select high versus low time pressure, (2) to select the number of product purchased (product popularity), and (3) to select well-known and unknown social commerce websites. Based on the results of the pretests, eight mock websites simulating social commerce websites were developed for the main experiment. The data were collected via a research company. Invitation emails with a URL were sent to potential participants, and they were guided to shop the website and answer the questionnaire. The measure of purchase intention was adopted from the existing literature with adequate reliabilities (Cronbach’s alpha >.70), and the scale items used a 7-point scale. Manipulation checks showed that manipulations of time pressure, product popularity, and website reputation were successful. Results: A total of 453 female online shoppers participated in the online experiment. An exploratory factor analysis revealed one factor of purchase intention, and the reliability.93, indicating adequate internal consistency of the scale. Hypotheses were tested using analysis of variance (ANOVA). The results showed main effects for product popularity [F (1, 445) = 10.34, p < .05] and website reputation [F (1, 445) = 72.03, p < .05] on purchase intention, supporting H2 and H3. With regard to H4 to H6 predicting interaction effects, ANOVAs showed significant interaction effects of time pressure by product popularity [F (1, 445) = 5.53, p < .05], time pressure and website reputation [F (1, 445) = 4.59, p < .05], and product popularity and website reputation [F (1, 445) = 9.15, p < .05] on purchase intention. Thus, H4 to H6 were supported. Conclusions and Discussion: The study offers academic and managerial implications. The findings of the study provide empirical support for the signaling theory and prospect theory. The results suggest that high popularity and high reputation are significant factors influencing purchase intention. When consumers perceive a product as being popular on a social commerce website, they have greater purchase intention than when they do not perceive the product popularity. Also, when consumers shop on a well-known social commerce website, they have greater purchase intention than when they shop on an unknown website. When the product popularity is high, high time pressure is an important factor enhancing purchase intention. When a website is well-known, high time pressure increased purchase intention. However, when a website is unknown, high product popularity increased purchase intention. These findings of the study contribute to the literature in social commerce. Based on the website reputation, social commerce websites need to incorporate appropriate marketing tactics, such as time pressure and product popularity to increase consumers’ purchase intention.

In 2015, the movie “Northern Limit Line” which based on the naval battle of South and North Korea occurred in 2002 was premiered (Los Angeles Times, 2016). This movie made a significant contribution to improve the image of the R.O.K Navy. Brand Placement (BPL) was used to promote the R.O.K Navy in this movie (Karrh, 1994; Van Reijmersdal, Neijens & Smit, 2007). The R.O.K. Navy is trying to build powerful naval forces with the slogan called “The Ocean Navy”. It is essential to acquire the elite military forces who can help the Korean Navy to accomplish its strategic goal and heighten the competitiveness. The acquired elite military forces are expected to demonstrate their own ability while they serve the R.O.K. Navy. They will have positive influences to the local communities as the supporters of the R.O.K. Navy after they are discharged. This research analyzed BPL effect in terms the recruitment of workforce. This research identified the relationship among BPL, organization image, organization reputation, employment brand equity and intention to pursue job opportunity in R.O.K Navy. In previous researches, the effect of image can be applied to corporate brands, product, individual brands, geographical areas, events and people (Balmer, 1997). The image of organization can remind people of the particular organization (Cable & Yu, 2006). The reputation is a dynamic interaction construct with the image, and defined as a subjective judgment based on the reliability and integrity about the organization in long term (Clardy, 2012). Employment brand equity is defined as outcome of applicant’s decision choices attributable to job seeker’s beliefs about the organization as employer(Han & Collins, 2002). Marketing literatures on employment brand equity can be useful in helping to understand how job seeker develops beliefs about organization as employer. Although many researches studied BPL, organization image and reputation, employment brand equity, etc., little researches have been conducted to integrate the variables mentioned above in public sector such as the military forces. Samples of this research consist of people who watched the movie called “Northern Limit Line”. SPSS and AMOS package programs are employed to analyze the data. Marketing strategy for a public sector such as Korean Navy based upon the results of the findings from this study is expected to position Korean Navy as more efficient and effective organization to recruit better quality human resources.

Organisations encourage shareholders to invest in the place and the place audience relies on place reputation when making investment decisions and product choices. Given the significance of the place branding and place heritage and building upon the evidence discussed, this research is one of the first attempts at collecting empirical evidence that seeks to prove that a favourable place branding and place branding heritage influence a favourable place image and favourable place reputation. This study aims to explore employees and visitors/consumers’ perceptions and practices regarding the place branding and the main factors that influence place branding suitability at a visitor/consumer/employee level. By achieving these objectives, it is expected that the investigation will add to current knowledge about the place branding and provide practical insights to managers and decision-makers. Based on the research objectives of this study, three overall research questions are: (i) What are the factors that influence place branding favourability, (ii) What are the main influences of place heritage favourability on favourable place branding?, and (iii) What are the main influences of place branding favourability on favourable place image and favourable place reputation? This research addresses the general goals: first, it explores the concept of the place branding and its dimensions. Second, it identifies the factors that are most likely to have a significance influence on the favourable place branding (antecedents of the favourable place branding). Third, it develops and empirically assesses a model concerning the relationships between favourable place branding, its antecedents and its consequences. Fourth, it examines the influence of the favourable place heritage on place branding. Finally, it investigates the impact of the favourable place branding on favourable place image and favourable place reputation (consequences of the favourable place branding). Despite the potentially significant role of the favourable place branding, little empirical research has examined how the favourable place branding exposes corporations and their members to far greater scrutiny. Creating a employee/consumer/visitor level model based on attribution theory demonstrates the issues retailers face in relation to place branding: (i) the association between the place branding concept and its elements that foster or discourage; (ii) its benefits or outcome for place; (iii) the relationships between other theoretically and empirically identified variables. In order to fill this gap in the academic literature, prior studies and the insights gained from current field research were reviewed. The model and various propositions developed thereafter, merit further study.

Given the strategic importance of firm reputation due to its potential for value creation, extant reputation research focuses on favorable customer outcomes. Building on an established conceptualization of customer-based corporate reputation, this study proposes and tests a model that relates the reputation of fashion retailers to customer-perceived risk and two relational outcomes—trust and commitment. Using a sample of more than 300 German fashion shoppers, the study finds support for the hypothesized linkages. Furthermore, not all linkages are equally strong between women and men. Implications for marketing theory and practice conclude.

This research was conducted in order to examine the influence of corporate reputation in terms of as an employer towards both brand reputation and customer purchase decisions represented by brand perception, purchase frequency and category of items purchased. In this study, customers’ perception of the brand was also explored to identify the core blocks that form customers’ perception of the brand. The results indicate that corporate reputation did not have a strong influence on brand reputation, as customers viewed them as separate entities. Customers tended to form their brand perception based on the product features as opposed to the corporate reputation. In terms of purchase decision, the results showed that they were made and driven based on the customers’ brand perception with category of items purchased reflecting aspects of the brand perception. The study demonstrates that customers’ awareness of the corporate reputation does not affect purchase behavior, while brand perception is hardly impacted by the awareness of corporate reputation based on a survey focusing on a renowned domestic fashion-clothing retailer conducted among Japanese shoppers. Reputation is formed from a synthesis of the perception, opinions and attitudes of an organization’s stakeholders including employees, customers and community (Post and Griffin, 1997). It basically is a perceptual representation of a company’s past actions and future prospects that describe the firm’s appeal to all of its key constituents (Fombrun, 1966). Corporate reputations and brands are important assets in enabling organizations to exploit opportunities and mitigate threats (Argenti and Druckenmiller, 2004). A favourable reputation correlates with superior overall returns (Robert and Dowling, 1997; Vergin and Qoronfleh, 1998) as it encourages investments from shareholders, attracts good staff and retains customers (Markham, 1972). While corporate reputation is a stakeholder’s perception and evaluation of the organization over an extended period of time, corporate brands involve the organization’s efforts and initiatives in the form of corporate expression. Literature states that corporate brand comprises of two aspects: first corporate expression, which covers all mechanisms employed by the organization to express its identity and second, stakeholder images that are formed from interaction and experience with the brand (Abratt and Kleyn, 2011). Consumers judge brands based on trust that is developed from the way consumers view brand reputation, brand competence and brand constituent (Lau and Lee, 1999). The intricate relationship between reputation and brands leads to the heart of the study whether both are positively correlated, where the more positive the reputation, the stronger the brand is. In the fashion industry, labels play an important role hence among other aspects this study covers an interesting point where it looks at a fashion brand that has a fairly bad reputation and examines the extent of which the reputation is able to influence the brand perception as well as the customers’ purchase decisions.