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Publication Detailed Description
Does customer-based reputation add to social and mass media reputation in judging social responsibility of banks?
Proceedings of the International Conference on Applied Business and Management (ICABM2020)
Year (definitive publication)
2020
Language
English
Country
Portugal
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Abstract
Purpose: Reputation is a critical asset for finance and banking organizations where the mere suspicion of a problem suffices to trigger media turmoil with high risk of market share losses. Investing in media to build reputation has been therefore a priority for banks. However, another source of reputation may stem from direct front-office contact and it is yet unknown to which extent it plays a role when confronted with the widespread social and mass media reach. This study aims at testing the extent of the importance of customer-based reputation, as against media-based reputation, in explaining customer outcomes.
Acknowledgements
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Keywords
Reputation,Banking,Social media
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
