The measurement of congruence between corporate identity and corporate reputation
The aim of the thesis was to develop a methodology for the measurement of the congruence between corporate identity and corporate reputation. Subsequently, by conceptualising congruence as matching between groups and as profile deviation, the research tested the significance of the difference between corporate identity and corporate reputation among different stakeholder groups and calculated the degree of incongruence. The research design included mixed qualitative and quantitative methods, using interviews in the initial, exploratory stage, and survey as the main method. A global corporation in the technology industry, listed under the London Stock Exchange (FTSE 250) and operating in over 15 countries, was chosen as a case survey. 556 questionnaire responses were retrieved from samples of four primary stakeholder groups: employees, customers, suppliers, and distributors. The survey data was analysed using descriptive statistics, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), Cronbach's alpha, and analysis of variance (ANOVA). The results of the exploratory and confirmatory factor analysis revealed a measurement model comprising three dimensions - Marketing communication, Products and services, Corporate behaviour - and 25 indicators. Descriptive statistics and an importance / permformance matrix were used in order to better understand the difference between stakeholder groups. Finally, the data was used for hypothesis testing, which revealed a significant difference between stakeholders' perceptions. Eventually, the degree of congruence was calculated and practical recommendations were made regarding which items should be prioritised in order to improve the congruence for each stakeholder group. The thesis addressed a gap in the literature by developing the first unified instrument for the measurement of congruence between corporate identity and corporate reputation, which was called the CRI Audit (Congruence between Reputation and Identity Audit). The implications of the study are on three levels. Firstly, the study made a theoretical contribution by developing and testing a measurement model for the congruence between corporate reputation and corporate identity; by exploring congruence as matching and as profile deviation; and by empirically demonstrating the statistical significance of the incongruence between corporate identity and corporate reputation. Secondly, from a methodological perspective, the added value of the proposed methodology derived from providing a complete framework, including data analysis, for the measurement of congruence. Compared to other measures of coporate identity or corporate reputation, the CRI Audit offered a unified measure for the congruence between corporate identity and corporate reputation, a multiple stakeholder perspective, and a technique of weighting the indicators according to their importance. Finally, the study provided a valid and reliable research instrument to managers in order to support strategic decisions by identifying which items are incongruent and need improvement for which stakeholder groups.
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