REPUTATION AS A BENEFIT AND A BURDEN? HOW STAKEHOLDERS' ORGANIZATIONAL IDENTIFICATION AFFECTS THE ROLE OF REPUTATION FOLLOWING A NEGATIVE EVENT

• 成果类型: Article
• 署名作者: Zavyalova, Anastasiya; Pfarrer, Michael D.; Reger, Rhonda K.; Hubbard, Timothy D.
• 署名单位: Rice University; University System of Georgia; University of Georgia; University of Tennessee System; University of Tennessee Knoxville; University System of Georgia; University of Georgia
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/amj.2013.0611
• 发表日期: 2016
• 页码: 253-276
• 关键词: corporate social-responsibility; PERCEIVED EXTERNAL PRESTIGE; CERTIFICATION CONTESTS; Media coverage; IDENTITY; IMPACT; COMMUNICATION; BUSINESS; MARKET; US

摘要

Research about the effects of an organization's general reputation following a negative event remains equivocal: Some studies have found that high reputation is a benefit because of the stock of social capital and goodwill it generates; others have found it to be a burden because of the greater stakeholder attention and violation of expectations associated with a negative event. We theorize that stakeholders' level of organizational identification helps explain which mechanisms are more dominant. We test our hypotheses on a sample of legislative references associated with National Collegiate Athletic Association major infractions from 1999-2009. Our results indicate that high reputation is a burden for an organization when considering low-identification stakeholder support: As the number of legislative references increases, a high-reputation university will receive fewer donations from non-alumni donors compared to universities without this asset. In contrast, high reputation is a benefit when considering high-identification stakeholder support: As the number of legislative references increases, a high-reputation university will receive more donations from alumni donors compared to universities without this asset. However, an exploratory investigation reveals that alumni donations to high-reputation universities decline as the number of legislative references increases, suggesting that the benefit of a high reputation has a limit.