A REVIEW OF REPUTATION FACETS OF SELECTED PUBLIC-LISTED COMPANIES IN MALAYSIA BASED ON REPTRAK™ MODEL
Corporate reputation is a valuable intangible asset that brings many benefits to organizations. Some past studies had come out with the empirical evidence which showed that specific facets of RepTrak™ model positively influenced the reputation. However, the relevance of applying the RepTrak™ model in Malaysia setting as a developing economy is still insufficient. Thus, this paper aims to review the literature to examine the facets of the RepTrak™ model and applied it into the annual reports of the three (3) selected public-listed companies (PLCs) in Malaysia. The facets or themes developed by reputation institute measured on seven (7) facets, namely products and services, innovation, workplace, citizenship, leadership, performance, and governance. The reviews of the themes revealed that the three (3) PLCs are congruent with the seven facets based on the RepTrak™ model, however, each organization differs depending on the nature of the industries. Hence, this has called upon the management, especially the corporate communication department to focus on the facets that has been suggested to form a strategic approach to sustain their organizational reputation.
Keywords: corporate reputation, public-listed companies, RepTrak™ model, strategic management
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e-ISSN : 2289-8115 ISSN : 1985-7012