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首页> 外文期刊>Journal of advances in management research >Stakeholders' perceptions and reputational antecedents: A review of stakeholder relationships, reputation and brand positioning
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Stakeholders' perceptions and reputational antecedents: A review of stakeholder relationships, reputation and brand positioning

机译：利益相关者的看法和声誉前因：利益相关者关系，声誉和品牌定位的回顾

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Purpose - It is recognised that reputation is a relational construct; however the impact of stakeholders' various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders' relationships, interactions, their subsequent relational dimensions and its impact on stakeholders' perceptions to further influence relational reputation. Design/methodology/approach - This paper takes a case study approach. Findings - The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders' perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation's profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders' perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value - Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.
机译：目的-公认声誉是一种关系建构；但是，利益相关者的各种关系维度对他们影响声誉的看法的影响尚未得到广泛理解。本文的目的是增加对利益相关者关系，互动，其后续关系维度及其对利益相关者感知的影响的当前理解，以进一步影响关系声誉。设计/方法/方法-本文采用案例研究方法。结果-这项研究的结果认识到关系营销（RM）对利益相关者看法的影响。它讨论了RM如何通过利益相关者关系的因果关系和目标市场的利益来证实组织形象和/或其市场产品的相关真实性（象征声誉），相关性和差异性（代表品牌定位）。互动影响他们的看法。研究结果确认了11个RM维度，这些维度对培育利益相关者的看法和随后的关系声誉具有相关性，在各个行业和市场看来都是可行的。原创性/价值-利益相关者关系和互动的根本原因和后果；这11个RM维度是形成/改革关系声誉的前提。简要讨论了发现的进一步的学术和专业意义。

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