Trust as an instance of asymmetrical reciprocity: an ethics perspective on corporate brand management

摘要

Young's theory of 'asymmetrical reciprocity' concerns asymmetry in relation to moral judgment. The main argument that forms Young's theory is that one individual cannot put herself in the position of another individual. Acknowledging asymmetrical reciprocity means seeing the other person as a free moral subject; it means listening to, and questioning, the other person in a careful manner, knowing that you can never put yourself in that person's position. Thus, the theory of asymmetrical reciprocity is also a theory of communication. This article argues that 'asymmetrical reciprocity' can be applied to the communication of trust in organizations. Drawing on an empirical research study of CEOs and managers, who were asked about their views on trust and its relation to stakeholder images of the corporate brand, the article sheds new light on management's attempts to gain stakeholder trust.