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Πλοήγηση ανά Συγγραφέα "Goutzamani, Eva"

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  • Μικρογραφία εικόνας
    Τεκμήριο
    Identity and reputation perceptual gaps and their effects on trust
    (2015-05-15) Goutzamani, Eva; Athens University of Economics and Business, Department of Management Science and Technology; Lioukas, Spyros
    This thesis focuses on capturing and measuring the perceptions of corporate identity and reputation within and outside the οργανιζατιονσ and how these perceptions affect the trust towards Greek listed companies. Initially, it identifies the mutually visible attributes of identity and reputation, and secondly whether the perceptions regarding these attributes are aligned between the two groups.To this end, two models, with dependent dependency variables, and independent variables are formulated: (a) identity, perceived identity, and control variables, and (b) reputation, perceived reputation and control variables.Regarding the methodology, a structured questionnaire was used which was answered by two managers in each organizations. Factor analysis and multiple regression analysis were performed to analyze the collected data.The measured gaps in perceptions, when and to the extent they exist, arise from both the objective and perceived differences of the two groups. As a result, the financial manager is asked to answer what he thinks about the organization, but also how he perceives that the marketing manager sees the organization from where he stands and the reverse. After comparing their perceptions on the same attributes, their alignment or misalignment is detected as well we as the existence of perceptual gaps and what this means for the organization. The thesis theoretical contribution lies in the fact that it is dealing with intangible strategic resources such as corporate identity and reputation and uses various theoretical "loans" from different scientific areas in order to study them. On a practical level, firstly it identifies, measures and evaluates the attributes of corporate identity and reputation and secondly their misalignment in case it exists. This is a valuable tool for businesses to get a deeper understanding of their stakeholders’ perceptions and better manage their expectations, the building block for a successful business strategy.