substantial evolution in the academic literature over the past several decades. Terminology such as reputation, branding, image and identity is often used interchangeably in both the popular press and - until recently - in the academic literature, as well.

The academic literature has generally settled on a small cluster of perspectives on "what reputation is" in a company context.

Mark C. Suchman (1995) examines the relationship between legitimacy, status, and reputation, emphasizing that

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