Trust: Managing the Reputation of the Corporate Brand
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The problem of this paper is: “how do corporate brands sustain trust?” and the main purpose is to evaluate the relationship between trust and corporate brand management. In the paper, theories and models are used to provide a background for examining the meaning of the concept of trust to managers of corporate brands today. The relationship between protecting a good reputation and infusing trust in the brand as well as ways in which managing relationships can affect trust in the corporate brand were also examined. Also the connection between trust and ethics, and between trust and corporate citizenship are discussed. The results presented in this paper are based on a qualitative research study, consisting mainly of interviews with CEOs of large corporate brands.
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IdentifiersURN: urn:nbn:se:su:diva-3477OAI: oai:DiVA.org:su-3477DiVA: diva2:192778