Corporate reputation and shareholders' intentions: An attitudinal perspective

Corporate reputation has become an invaluable asset for every company. The literature on corporate reputation is reviewed and corporate reputation is conceptualised in the context of the theory of planned behaviour. The effect of corporate reputation on intentions among shareholders is discussed and research questions formulated. Data are collected from a sample of shareholders of a publicly listed telephone company. Results indicate that an attitudinal conceptualisation and operationalisation of corporate reputation provides useful results and diagnostics to help companies further enhance their corporate reputation.