An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry

Chen, Chen-Chu Matilda, Nguyen, Bang and Melewar, T. C. (2016) An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry. Qualitative Market Research: An International Journal, 19 (3) . pp. 357-376. ISSN 1352-2752 [Article] (doi:10.1108/QMR-06-2015-0053)

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Abstract

Purpose (mandatory) The present study develops a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The study incorporates three kinds of uses of corporate reputation: value creation, strategic resources and corporate communication.

Design/methodology/approach (mandatory) Using a qualitative approach, in-depth interviews were conducted with top executives in the pharmaceutical industry in Taiwan to investigate the effects of the uses of corporate reputation on brand image strategy from the managerial perspective.

Findings (mandatory) Findings provide richness into forming the basis for developing a framework of the uses of reputation, with implications for managers and academics alike. The qualitative findings generally showed that three dimensions of the uses of corporate reputation (i.e. value creation, strategic resources and corporate communication) are applicable to managers’ brand image strategy implementation. For the Taiwanese pharmaceutical industry, the research highlights that value creation herein pertains to the value created for the firm, as (a) cost/sacrifice value, (b) symbolic/expressive value, and (c) experience/hedonic value.

Originality/value (mandatory) Reputation is one of the most important concerns for pharmaceutical firms, as it develops and builds trust with key stakeholders. However, in the pharmaceutical industry context, the application and uses of corporate reputation is little researched. A need exists for research that examines the effects of the uses of corporate reputation at the firm level. This study fills this important gap in developing a conceptual framework for the uses of corporate reputation in the pharmaceutical industry. In addition, most studies on the uses of corporate reputation in pharmaceuticals are in the contexts of Western countries, thus, limiting the generalisablility. Taiwan is the context for the present study.

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