An Integrated Model for Organization—Public Relational Outcomes, Organizational Reputation, and Their Antecedents

2007-04-12articleJournal of Public Relations Research203 citationsclosed

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Corporate Identity and Reputation Corporate Social Responsibility Reporting Public Relations and Crisis Communication

Abstract

This study is to test a theoretical model regarding the effect of organization—public relationships on organizational reputation. Grounded in multidisciplinary literature, this study proposed that organization—public relational outcomes are hypothesized to influence organizational reputation, considering the exogenous influences of communication behaviors, experience, and familiarity that the research participants hold of the organizations studied. The proposed model illustrated tenable data-model fits, and most of the hypotheses were statistically supported. The key finding of the research includes that, across all organizations studied, organization—public relational outcomes were associated positively with favorable reputation of the organizations studied. Limitations and suggestions for the future research were discussed.

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