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What is the difference between family firms and non-family firms when it comes to corporate reputation? : A study into the difference in the perceived corporate reputation of family firms versus non-family firms.

Brinke, M.J. ten (2018) What is the difference between family firms and non-family firms when it comes to corporate reputation? : A study into the difference in the perceived corporate reputation of family firms versus non-family firms.

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Abstract:This study aims to determine the perceived difference in corporate reputation between family firms and non-family firms, and addresses the influential predictors of the corporate reputation of family firms versus non-family firms. The difference in corporate reputation between family firms and non-family firms is measured by a 2x2 between subjects experimental design, existing of the following variables: family firms versus non-family firms and supermarket versus construction company. The following predictors of RepTrak® are included in this study: products and services, innovation, workplace, governance, citizenship, leadership, performance and two outcome variables of corporate reputation, including customer trust and supportive behavior. An online survey has been conducted on a random sample of 261 participants in the Netherlands. The results showed that the corporate reputation of family firms is more positively perceived than the corporate reputation of non-family firms. Additionally, family firms score higher on different predictors and outcome variables of corporate reputation, including customer trust, supportive behavior, products and services and citizenship. Family firms scored lower on innovation. Further, results showed that, overall, ‘products and services’ and ‘citizenship’ are the key influencers of the corporate reputation of both family firms as non-family firms. For family firms, also ‘leadership’ and ‘performance’ are significant predictors of corporate reputation. Concluded, family firms have better corporate reputations than non-family firms and need to be recognized more among (potential) stakeholders for their positive contribution to the society. The results showed that the corporate reputation of family firms is more positively perceived than the corporate reputation of non-family firms. Additionally, family firms score higher on different predictors and outcome variables of corporate reputation, including customer trust, supportive behavior, citizenship and performance. Family firms scored lower on innovation. Further, results showed that, overall, ‘products and services’ and ‘citizenship’ are the key influencers of the corporate reputation of both family firms as non-family firms. For family firms, also ‘leadership’ and ‘performance’ are significant predictors of corporate reputation.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/76861
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