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Internal and External Views of the Corporate Reputation in the Japanese Hotel Industry

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  • Itoh, Hajime

Abstract

Brand Personality is one way to evaluate the reputation of a business, by assessing how and in what way brand is recognized both internally and externally. Here "identity" is defined as what the employees think of the business and "image" is what the customers think of the business. In many Reputation models identity and image are thought of as being linked together and mutually dependent. If there is a causal link then the perception of customer facing employees may influence that of customers. In this study the perceptions of customers and employees in a number of ‘hot spring’ hotels in Japan are assessed using a brand personality scale. Identity and image are found to correlate, confirming previous studies in different cultures and suggesting ways in which reputation can be influenced.

Suggested Citation

  • Itoh, Hajime, 2003. "Internal and External Views of the Corporate Reputation in the Japanese Hotel Industry," ビジネス創造センターディスカッション・ペーパー (Discussion papers of the Center for Business Creation) 10252/4272, Otaru University of Commerce.
    • Handle: RePEc:ota:busdis:10252/4272
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    Cited by:

    1. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2004. "Identity, image and reputation: A conceptual model of the three sides of the corporate identity pyramid," Working Papers in Business, Management and Finance 200401, Department of Management and Business, Padjadjaran University, revised Jan 2004.

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