The Effects of Branding Intangibles on Corporate Reputation.
A complete value chain analysis in the case of Catalonia Television
DOI:
https://doi.org/10.26441/RC18.1-2019-A6Keywords:
brand, communication, corporate reputation, Intangibles, Stakeholders, Value chainAbstract
This paper focuses on the problem of Corporate Reputation in relation to stakeholders’ perception. More precisely, how the intangible values of branding have a potential influence on the Corporate Reputation of a communication company. As fieldwork, with the aim of having contact with the complete value chain of a corporation, 463 questionnaires conducted with members from all the stakeholder groups (7) of Televisió de Catalunya–TV3 regarding La Marató de TV3 have been analyzed. La Marató action is a Corporate Social Responsibility event organized by the autonomous public television network of Catalonia (Barcelona, Spain). The results allow us to identify how trust, quality, transparency and solidarity are the most important values identified in its corporate reputation. This research is relevant as it studies the role of and relationship between intangible values of branding and the perception of corporate reputation in a complete company value chain (representing all its stakeholders).
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References
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Atarama, T. and Cortez, C. (2015). La gestión de la reputación digital en las universidades: Twitter como herramienta de la comunicación reputacional en las universidades peruanas. Revista de Comunicación, 14, pp. 26-47.
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Cagin, M. (2018). The Importance of Social Responsibility Projects in Reputation Management: The Role of Public Relations. Global Media Journal, No. 8, pp. 229‒239.
Campos, F. (2017). Las empresas de comunicación adaptan los estándares de gestión de la Responsabilidad Social Corporativa. Revista de Comunicación, 12, pp. 32-58.
Caruana, A. (2008). An Attitudinal Measure of Corporate Reputation. In Melewar, T. (Ed). Facets of Corporate Identity, Communication and Reputation. Routledge: New York, pp. 197‒209.
Castaldo, S., Premazzi, K., & Zerbini, F. (2010). The Meaning(s) of Trust. A Content Analysis on the Diverse Conceptualizations of Trust in Scholarly Research on Business Relationships. Journal of Business Ethics, No. 96, pp. 657–668.
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Charlesworth, D. (2016). Stand Up to Cancer 2012 and 2014: The Medical Telethon as UK Public Service Broadcasting in a Neo-Liberal Age. The International Journal of Television Studies, Vol. 11 No. 2, pp. 217–229.
Consell de l’Audiovisual de Catalunya (2018). Informe sobre l’observança del pluralisme polític a la televisió i a la ràdio. January–April 2018.
Costa, J. (2009). El DirCom Hoy. Dirección y Gestión de la Comunicación en la Nueva Economí. Costa Punto Com: Barcelona.
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Diermeier, D. (2011). Reputation Rules. Strategies for Building Your Company’s Most Valuable Asset. McGraw Hill: New York.
Doorley, J., and García, H. (2011). Reputation Management. The Key to Successful Public Relations and Corporate Communication. Routledge: New York.
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Griffin, A. (2009). New Strategies for Reputation Management. Gaining Control of Issues, Crises and Corporate Social Responsibility. Kogan Page: London.
Hannington, T. (2006). Cómo Medir y Gestionar la Reputación de Su Empresa. Deusto: Barcelona.
Herranz, J. and Salinas, F. (2004). La Comunicación en el Ambito de la Economía Social. Universidad Católica de Ávila: Ávila.
Hillenbrand, C., Money, K., and Ghobadian, A. (2013) Unpacking the Mechanism by which Corporate Responsibility Impacts Stakeholder Relationships. British Journal of Management, No. 24, pp. 127‒146.
Helm, S. and Tolsdorf, J. (2013). How Does Corporate Reputation Affect Customer Loyalty in a Corporate Crisis? Journal of Contingencies and Crisis Management, Vol. 21 No. 3, pp. 144‒152.
Ianonne, B. (2015). Sustainability to Improve Knowledge Values and Intangible Capital: A Case Study in Wine Sector. In European Conference on Knowledge Management. Kidmor End: Academic Conferences International, pp. 367‒374.
Jackson, K. (2004). Building Reputational Capital. Strategies for Integrity and Fair Play that Improve the Bottom Line. Oxford University Press: New York.
Jin, B. and Kim, S. (2014). Telethon Viewing, Social Capital, and Community Participation in South Korea. Communication Quarterly, Vol. 62 No. 3, pp. 253–268.
Komisarjevsky, C. (2012). The Power of Reputation. Strengthen the Asset that will Make or Break Your Career. Amacom: New York.
Lange, D., Lee, P. and Dai, Y. (2011). Organizational Reputation: a Review. Journal of Management, Vo. 37 No. 1, pp. 153‒184.
Larkin, J. (2003). Strategic Reputation Risk Management. Palgrave MacMillan: New York.
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Mandelli, A. and Cantoni, L. (2010). Social Media Impact on Corporate Reputation: Proposing a New Methodological Approach. Cuadernos de Información, No. 27, pp. 61‒74.
Marquina, P., Arellano, R. and Velasquez, I. (2014). A New Approach for Measuring Corporate Reputation. Revista de Administraçao de Empresas, Vol. 54 No. 1, pp. 53‒66.
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Murillo Torrecilla, J. (2015). Cuestionarios y Escalas de Actitudes Universidad Autónoma de Madrid: Madrid.
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Parcha, J. (2017). How Much Should a Corporation Communicate About Corporate Social Responsibility? Reputation and Amount of Information Effects on Stakeholders’ CSR-Induced Attributions. Communication Research Reports, Vol. 34, No. 3, pp. 275–285.
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Atarama, T. and Cortez, C. (2015). La gestión de la reputación digital en las universidades: Twitter como herramienta de la comunicación reputacional en las universidades peruanas. Revista de Comunicación, 14, pp. 26-47.
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Cagin, M. (2018). The Importance of Social Responsibility Projects in Reputation Management: The Role of Public Relations. Global Media Journal, No. 8, pp. 229‒239.
Campos, F. (2017). Las empresas de comunicación adaptan los estándares de gestión de la Responsabilidad Social Corporativa. Revista de Comunicación, 12, pp. 32-58.
Caruana, A. (2008). An Attitudinal Measure of Corporate Reputation. In Melewar, T. (Ed). Facets of Corporate Identity, Communication and Reputation. Routledge: New York, pp. 197‒209.
Castaldo, S., Premazzi, K., & Zerbini, F. (2010). The Meaning(s) of Trust. A Content Analysis on the Diverse Conceptualizations of Trust in Scholarly Research on Business Relationships. Journal of Business Ethics, No. 96, pp. 657–668.
Castelló, E., and O’Donnell, H. (2009). Stateless Fictions. Urban and Rural Representations in Scottish and Catalan Soaps. In Castelló, E., Dhoest, A., & O’Donnell, H. (Ed). Cambridge Scholar Publishing: Newcastle, pp. 45‒63.
Charlesworth, D. (2016). Stand Up to Cancer 2012 and 2014: The Medical Telethon as UK Public Service Broadcasting in a Neo-Liberal Age. The International Journal of Television Studies, Vol. 11 No. 2, pp. 217–229.
Consell de l’Audiovisual de Catalunya (2018). Informe sobre l’observança del pluralisme polític a la televisió i a la ràdio. January–April 2018.
Costa, J. (2009). El DirCom Hoy. Dirección y Gestión de la Comunicación en la Nueva Economí. Costa Punto Com: Barcelona.
Davies, G., Chun, R., Vinhas, R., & Roper, S. (2003). Corporate Reputation and Competitiveness. Routledge: New York.
Denegri, M. (2010). Introducción a la Psicología Económica. Psicom: Bogotá.
Diermeier, D. (2011). Reputation Rules. Strategies for Building Your Company’s Most Valuable Asset. McGraw Hill: New York.
Doorley, J., and García, H. (2011). Reputation Management. The Key to Successful Public Relations and Corporate Communication. Routledge: New York.
Dumont, G. (2017). The Labour of Reputation Building: Creating, Developing and Managing Individual Reputation. Available at: http://dx.doi.org/10.1080/10253866.2017.1373253
Earl, S., and Waddington, S. (2012). Brand Anarchy. Managing Corporate Reputation, Bloomsbury: London.
Ewing, A. (2011). Corporate Responsibility. In Doorley, J., and García, H. (Ed). Reputation Management. The Key to Successful Public Relations and Corporate Communication. Routledge: New York, pp. 353‒381.
Ferré-Pavia, C., and Orozco-Toro, J. (2011). El Diálogo entre Empresas de Comunicación y Sus Stakeholders en Europa y América. Cuadernos de Información. No. 27, pp. 91‒104.
Firestein, P. (2009). Crisis of Character. Building Corporate Reputation in the Age of Skepticism. Union Square Press: New York.
Fombrun, C. (1996). Reputation. Realizing Value from the Corporate Image. Harvard Business School Press: Boston.
Fombrun, C. and Van Riel, C. (2004). Fame and Fortune. How Successful Companies Build Winning Reputations. Prentice Hall: New Jersey.
Fundació La Marató de TV3 (2017). La Marató. Available at: www.tv3.cat/marato.
Fundación Alternativas/Foundation Alternatives (2007). La Responsabilidad Social Corporativa en España. Los Nuevos Desafíos de la RSC. Fundación Alternativas: Madrid.
Gable, T. (2008). Image as a Part of Corporate Strategy. Building Reputation for Long-term Benefit. In Anthonissen, P. (Ed). Crisis Communication. Practical PR Strategies for Reputation Management and Company Survival. Kogan Page: London, pp. 44‒54.
Gaultier, S., Louisot, J. and Rayner, J. (2009). Managing Reputational Risk – from Theory to Practice. In Klewes, J. and Wreschniok, R. (Ed). Reputation Capital. Building and Maintaining Trust in the 21 Century. Springer: London, pp. 161‒176.
Griffin, A. (2009). New Strategies for Reputation Management. Gaining Control of Issues, Crises and Corporate Social Responsibility. Kogan Page: London.
Hannington, T. (2006). Cómo Medir y Gestionar la Reputación de Su Empresa. Deusto: Barcelona.
Herranz, J. and Salinas, F. (2004). La Comunicación en el Ambito de la Economía Social. Universidad Católica de Ávila: Ávila.
Hillenbrand, C., Money, K., and Ghobadian, A. (2013) Unpacking the Mechanism by which Corporate Responsibility Impacts Stakeholder Relationships. British Journal of Management, No. 24, pp. 127‒146.
Helm, S. and Tolsdorf, J. (2013). How Does Corporate Reputation Affect Customer Loyalty in a Corporate Crisis? Journal of Contingencies and Crisis Management, Vol. 21 No. 3, pp. 144‒152.
Ianonne, B. (2015). Sustainability to Improve Knowledge Values and Intangible Capital: A Case Study in Wine Sector. In European Conference on Knowledge Management. Kidmor End: Academic Conferences International, pp. 367‒374.
Jackson, K. (2004). Building Reputational Capital. Strategies for Integrity and Fair Play that Improve the Bottom Line. Oxford University Press: New York.
Jin, B. and Kim, S. (2014). Telethon Viewing, Social Capital, and Community Participation in South Korea. Communication Quarterly, Vol. 62 No. 3, pp. 253–268.
Komisarjevsky, C. (2012). The Power of Reputation. Strengthen the Asset that will Make or Break Your Career. Amacom: New York.
Lange, D., Lee, P. and Dai, Y. (2011). Organizational Reputation: a Review. Journal of Management, Vo. 37 No. 1, pp. 153‒184.
Larkin, J. (2003). Strategic Reputation Risk Management. Palgrave MacMillan: New York.
Lindemann, J. (2010). El Valor Financiero de la Marca. In Brujó, G. (Ed). En Clave de Marcas. LID: Madrid, pp. 48‒65.
López, B. and Sebastián, A. (2009). Responsabilidad Social Corporativa y Reputación Corporativa. In Sánchez, J. and Pintado, T. (Ed). Imagen Corporativa. Influencia en la Gestión Empresarial. ESIC: Madrid, pp. 139‒170.
Longmore, P. K. (2005). The Cultural Framing of Disability: Telethons as a Case Study. PMLA, Modern Language Association, Vol. 120 No. 2, pp. 502‒508.
Mandelli, A. and Cantoni, L. (2010). Social Media Impact on Corporate Reputation: Proposing a New Methodological Approach. Cuadernos de Información, No. 27, pp. 61‒74.
Marquina, P., Arellano, R. and Velasquez, I. (2014). A New Approach for Measuring Corporate Reputation. Revista de Administraçao de Empresas, Vol. 54 No. 1, pp. 53‒66.
Mehtap, O. and Kokalan, O. (2013). The Relationship Between Corporate Reputation and Organizational Citizenship Behavior: a Comparative Study on TV Companies and Banks. Quality & Quantity, Vol. 47 No. 6, pp. 3609‒3619.
Melé, D. and Sánchez-Runde, C. (2013) Cultural Diversity and Universal Ethics in a Global World. Journal of Business Ethics, No. 116, pp. 681‒687.
Mercader, J. (2010). Fundaciones Laborales, Herramienta para Canalizar la Responsabilidad Social Empresarial. Tirant lo Blanch: Valencia.
Mishina, Y., Block, E. and Mannor, M. (2012). The Path Dependence of Organizational Reputation: How Social Judgment Influences Assessments of Capability and Character. Strategic Management Journal, No. 33, pp. 459‒477.
Millar, C. and Choi, C. J. (2003). Advertising and Knowledge Intermediaries: Managing the Ethical Challenges of Intangibles. Journal of Business Ethics, No. 48, pp. 267‒277.
Millares-Marcelo, J., Millares-Quirós, M. and Daza-Izquierdo, J. (2014). Reputación Corporativa y Creación de Valor para el Accionista. Business Review, No. 44, pp. 16‒33.
Molleda, J. (2010). Identidad, Autenticidad y Reputación: una Triada Dinámica. In Sólanich, F. (Ed). Relaciones Públicas: Reflexiones y Desafíos. Universidad del Pacífico: Santiago de Chile, pp. 22‒31.
Morales-Blanco, B. and Fuente-Cobo, C. (2018). Confianza de las audiencias en las marcas televisivas: propuesta de indicadores de responsabilidad social y reputación corporativa. El profesional de la información, 27 (3), pp. 537–547.
Moreira, M., Dias de Moura, G. and Hein, N. (2015). Analysis of the Relation Between Intangibles Assets and Levels of Corporate Governance. Revista Científica Hermes, No. 14, pp. 91‒117.
Morley, M. (2002). How to Manage your Global Reputation. Palgrave: New York.
Muñoz, M. (2010). Reputación Corporativa: Trustmark y Activo de Comportamientos Adquisitivos Futuros. Cuadernos del Centro de Estudios en Diseño y Comunicación, No. 33, pp. 23‒40.
Murillo Torrecilla, J. (2015). Cuestionarios y Escalas de Actitudes Universidad Autónoma de Madrid: Madrid.
Nomen, E. (2005). Valor Razonable de los Activos Intangibles. El Efecto Mariposa de la Segunda Deslocalización. Deusto: Barcelona.
Ortiz, Y., Villafañe, J. and Caffarel, C. (2018). Investigación para la evaluación de la reputación de los medios de comunicación. Revista Latina de Comunicación Social, No. 73, pp. 845‒869.
Orozco-Toro, J. and Ferré-Pavia, C. (2017). Catalonia TV’s La Marató as a Symbol of Catalan Identity. Catalan Journal of Communication and Cultural Studies, Vol. 9 No. 1, pp. 87‒103.
Parcha, J. (2017). How Much Should a Corporation Communicate About Corporate Social Responsibility? Reputation and Amount of Information Effects on Stakeholders’ CSR-Induced Attributions. Communication Research Reports, Vol. 34, No. 3, pp. 275–285.
Pasquel, E., Báez, V., Pauker, L and Apolo, D. (2016). Percepción, Activos Intangibles y Stakeholders: Modelo para el Análisis de la Imagen. Revista Mediterránea de Comunicación, No. 7, pp. 1-16.
Perry, N. (1985). Common Coinage. Telethon and Cultural Criticism in New Zealand. Journal of Popular Culture, Vol. 19 No. 2, pp. 137–148.
Pizzolante, I. (2009). Asumir el Desafío de Modelar el Nuevo Entorno Empresarial o Adecuarse a él. In Costa, J. (Ed). Dircom. Estratega de la Complejidad. Nuevos Paradigmas para la Dirección de la Comunicación Aldea Global: Barcelona, pp. 77‒86.
Requena, S. and Bañón, A. (2016). El Discurso Solidario. Análisis de los Mensajes Enviados a la Telemaratón de TV3 a Favor de las Personas con Enfermedades Poco Frecuentes. Círculo de Lingüística Aplicada a la Comunicación, No. 65, pp. 317‒355.
Ries, A. and Trout, J. (2002). Posicionamiento: la Batalla por Su Mente. McGraw Hill: México.
Romiti, J., Proverbs, D. and Lamond, J. (2015). Assessing the Value of Intangible Benefits of Property Level Flood Risk Adaptation (PLFRA) Measures. Nat Hazards, No. 79, pp. 1275‒1297.
Schultz, D. and Block, M. (2015). Beyond Brand Loyalty: Brand Sustainability. Journal of Marketing Communications, No. 21, pp. 340‒355.
Silverman, W., Robertson, S., Middlebrook, S. and Drabman, R. (1984). An Investigation of Pledging Behavior to a National Charitable Telethon. Behavior Therapy, No. 15, pp. 304–311.
Shamma, H. and Hassan, S. (2009). Customer and Non-Customer Perspectives for Examining Corporate Reputation. Journal of Product & Brand Management, Vo. 18 No. 5, pp. 326‒337.
Shepherd, S., Chartrand, T. and Fitzsimons, G. (2015). When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society’s Dominant Ideology. Journal of Consumer Research, No. 42, pp. 76‒92.
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Published
20/03/2019
How to Cite
Orozco -Toro, J. A., & Ferré-Pavia, C. (2019). The Effects of Branding Intangibles on Corporate Reputation.: A complete value chain analysis in the case of Catalonia Television. Revista De Comunicación, 18(1), 111–134. https://doi.org/10.26441/RC18.1-2019-A6
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Portal de Revistas de la Universidad de Piura.