Media Reputation as a Strategic Resource; An Integration of Mass Communication and Resource-Based Theories

摘要

The resource-based view proposes that reputation is a resource leading to competitive advantage. Past research tested this by using Fortune ratings to measure reputation, but these ratings are the oreti- Cally weak. This paper integrates mass communication theory into past Research to develop a concept called media reputation, defined as the Overall evaluation of a firm presented in the media. Theoretical and Empirical analyses indicate that media reputation is a resource that Increases the performance of commercial banks.