Willingness-to-Support
Corporate reputationWillingness-to-SupportMeasurementStakeholdersManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this thesis is to define and theorise willingness-to-support as a possible measurement of corporate reputation. The knowledge production in this thesis is done through reasoning with companies to gain a deeper understanding of the social world and the respondents? view of their reality. Grounded theory is used as an inspiration for conducting the research. A qualitative method is used in the form of semi-structured interviews with six companies in three different business sectors. In-depth, semi-structured interviews are conducted with six companies in three business sectors. The companies are BMW, Cancerfonden, Red Cross, Siemens, Systembolaget and TeliaSonera. It is concluded that willingness-to-support is a multi-stakeholder assessment of corporate reputation derived from the actions that are taken by individual stakeholder groups.