Vad påverkar hur människor ser på ett företag? : En studie av relationen mellan ett företags identitet och dess rykte

Sammanfattning: The purpose of the study is to examine the relationship between an organization's identity and its corporate reputation. The organization in focus is a Swedish travel agency. Although identity and reputation has been studied separately before, they are closely connected and have synergistic effects, in that they affect each other. Connecting the two fields can benefit both the profession and research. Not only that, it is also expected to occur as a result of the development of technology, where the internet has made it possible for organizations to communicate through their own channels and describe how they think about themselves, and thus affect the way they want to be perceived. To analyze the organization's identity and corporate reputation, and the relationship between them, the study uses a model developed by Huang-Horowitz and Freberg. To achieve the purpose, data is collected by two methods, qualitative text analysis and semi-structured interviews. The result shows that the organization's identity and reputation interact in a succesful way in two of three categories. A challenge for the object of study is to distinguish itself from its competitors, as the results shows.