What makes a company irresistible? Exploring the power of commercial and corporate reputation across manufacturers and retailers

Abstract

The reputation of a company is a key element in shaping its perception in the market. This reputation can take various forms, with this study focusing on two dimensions: corporate reputation and commercial reputation. In Portugal, as in much of the world, nowadays, the decision to choose a job is influenced by more than just salary or the company’s name. Factors such as workplace benefits, environment, and the relationship between employees and the company are increasingly significant. This study seeks to understand which type of reputation plays a more decisive role in shaping perceptions of employer branding. The purpose of this research is to explore the relationship between corporate and commercial reputation within the context of employer branding, while also investigating the potential moderating effect of industry type, specifically manufacturers and retailers. An online survey targeting the Portuguese population was conducted, gathering 149 valid responses. The insights gained from this research provide valuable contributions to understanding how companies can enhance their employer branding strategies. By exploring the influence of different types of reputation and the role of industry classification, this study offers a deeper perspective on how companies can position themselves as attractive employers in competitive markets.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)