Reputation orientation : Improving marketing performance through corporate reputation building

Purpose – The purpose of this paper is to develop a new construct called reputation orientation, which is defined as a conscious, company-wide, strategic focus on building and maintaining a positive corporate reputation among key stakeholders. Design/methodology/approach – A conceptual framework is developed that links reputation orientation to construed image and business performance. An empirical test of the key stakeholder relationship between sellers and buyers is conducted using an online survey of US-based marketing managers from a variety of for-profit industries. Findings – The research findings demonstrate that reputation orientation is a valid construct and show a positive relationship between reputation orientation and business performance which is partially mediated by construed image. Research limitations/implications – This research was exploratory in nature, so the data must be interpreted carefully and subject to additional contexts. Practical implications – Reputation orientation has implications for managers who want to proactively pursue reputational excellence for competitive advantage. Social implications – Reputation orientation has implications for stakeholder satisfaction, socially responsible behavior, ethical decision making, and sustainability. Originality/value – This research empirically tests a model that integrates corporate marketing constructs with marketing managers’ decision-making behaviors and perceptions.