The consequences of reputation reside in the behaviors (supportive or resistant) that stakeholders demonstrate towards a company.
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Online reputation can be evaluated by how well it is being managed.[22] This form of reputation is usually called web or digital reputation to distinguish it from the online reputation.[dubious – discuss][citation needed] Indeed, digital or web reputation does not concern the virtual online reputation only, but the whole real reputation of a person or a company as it is affected by the Net. Online reputation furthermore should not be confused with a company's digital identity.
Behaviors such as advocacy, commitment and cooperation are key positive outcomes of a good reputation. Boycotts and lawsuits are key negative outcomes of a bad reputation.
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More simply speaking for those who want a working definition of reputation, reputation is the sum of impressions held by a company's stakeholders. In other words, reputation is in the "eyes of the beholder". It need not veja mais be veja mais just a company's reputation but could be the reputation of an individual, country, brand, political party, industry.
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It is important, however, to pay attention to the image fit between preexisting and new brands, for this factor has been proven to be critical for the success of brand extensions.[16] In contrast to the special case of brand extension, the general concept of reputation transfer also requires the transfer of the values and identity of a company to the new products and/or services and the related brands when entering new markets. A strong image might therefore even hamper the introduction of new product lines if customers do not associate the competences relevant to the new market/category/product line with the existing company or brand.
In the saiba mais study of cooperation and social dilemmas, for instance, the role of reputation as a partner selection mechanism started to be appreciated in the early 1980s.
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Although most companies see reputation management as a central pat of a CEO's role, managing reputation involves a set of aqui ongoing activities that are best managed when they are delegated to a specific individual in the organization. That's why some companies have created the position of Chief reputation officer.