Meeting Expectations: A Role-Theoretic Perspective on Reputation

Abstract

This article combines reputation theory from economics with role theory from sociology to develop a rigorous framework for studying corporate reputation. Reputation research has taken different paths in economics, sociology, and management. The article argues that integrative reputation definitions limit reputation research in at least three different ways. The role-theoretic perspective on reputation tightens the link between theory development and empirical research. The role expectations and role performances allow reputation to function as a mechanism that can result in status mobility. Additionally, the role-theoretic approach to reputation research obviously increases the theoretical and empirical demands for future research in terms of determining the role expectations necessary to understand and assess the role performances that strengthen reputation. It is believed that integrating role theory into reputation research is an effort well worth undertaking to provide reputation research with a stronger theoretical footing and empirical direction.