The Impact of Demographical Variables on Perceived Corporate Reputation

Abstract

Over the past few decades, the topic of reputation management has arisen as one of the most popular fields of study. Hence, investigating the main causes and consequences of reputation has also been of much interest for a great many academicians from various disciplines. However, among numerous variables used to determine the way reputation is perceived, the impacts of demographics seem to have been neglected. Therefore, in order to fill a gap deserving the attention of quantitative research, in this survey, which is an attempt to enhance the understanding of the way reputation is perceived by different individuals, we aimed at determining whether such demographical variables as age, gender, educational status and level of income have a significant effect on the way reputation is perceived. Consequently, it was found that some of the demographic variables were closely associated with the way reputation is perceived by different individuals.