Under the Reputation Umbrella: an Integrative and Multidisciplinary Review for Corporate Image, Projected Image, Construed Image, Organizational Identity, and Organizational Culture

Purpose of this paper: Currently, in literature, words such as “corporate image,” “projected image,” “construed image,” “reputation,” “organizational identity,” and “organizational culture” are often confused and superimposed. This creates a conceptual mismatch that leads to results that are hard to compare. Moreover, this leads to difficulty in individuating the correct tools to investigate these constructs. Part of this confusion is due to the lack of a framework shared by different literatures. The aim of this paper is, firstly, to propose a reasoned review of the literatures related to these constructs. Secondly, we propose a new framework and a standard terminology, in which reputation is the wider construct that includes and relates to the others. Design/methodology/approach: We did an extensive and multidisciplinary review in the twelve most used databases within corporate communication, organizational psychology, marketing, organizational studies, management, and business. A semiotic and relational approach was implemented as modus operandi. Findings: We built upon the previous literature clarifying labels and constructs and identifying a standard terminology, on which future studies can refer to in order to facilitate a multidisciplinary dialog along different disciplines. What is original/value of paper: To the authors' knowledge, this is the first review that takes into consideration all of these seven constructs together and relates them within one framework. Moreover, it uses a novel approach in seeing “reputation” as an umbrella construct under which all the other constructs are grouped and included.