The Influence of Audience Recall and Personal Experience on Corporate Reputation




This agenda-setting study sheds light on conflicting findings from previous research by examining three sources of influence of information sources on corporate reputation (personal experience, traditional news media, and advertising) simultaneously, by examining the interaction effects between them and by adopting an attention-based rather than content-based view of agenda setting. We used a nationwide poll of the Harris Interactive Reputation Quotient. The study should be extended to include stakeholder and social media.


The full paper can be downloaded here.