The Interplay of Personal and Corporate Reputation: Building Credibility Across Levels
DOI:
https://doi.org/10.5281/zenodo.22698825Palavras-chave:
Reputation, Personal branding, Corporate reputation, Organizational legitimacy, TrustResumo
This article examines the relationship between personal and corporate reputation. It explores how both are perceived in organizational behavior, as well as in sociology and marketing. Personal reputation is an intangible asset comprising ethics, trust, and social capital. The article also examines how corporate reputation is used as a strategic resource to sustain and enhance a company’s legitimacy and generate a sustainable competitive advantage. A comparative research framework is developed based on classic and up-to-date studies on personal and corporate reputation. The methodology consists of a literature-based synthesis following the Gioia approach for conceptual rigor. The results indicate that personal and corporate reputation are complementary and, in different ways, influence trust, stability and sustainability in various situations. The article also highlights implications for theory and practice as well as lessons learned, limitations and future research avenues.
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