Corporate reputation in the Ghanaian banking industry-a case of Ghana Commercial Bank Limited

Corporate reputation in the Ghanaian banking industry-a case of Ghana Commercial Bank Limited

George Amoako

Corporate reputation captures a combination of social and economic contributions that a firm makes to its different stakeholders. Besides other favourable outcomes, a positive reputation allows a firm to bond customers and charge premium prices, attract better applicants for its workforce, lower costs of capital by attracting investors (Little and Little 2000; Eberl and Schwaiger 2005). Emperical evidence on customer-employee perception of corporate reputation has remained scarce in Ghana. Therefore, the objective pursued by this piece of work is to evaluate, discuss and analyze the level, threats and elements driving corporate reputation in Ghana Commercial bank. Questionnaires and interviews were used to solicit for data. The profit and loss accounts and the balance sheet for the'period of 2002 - 2006 were also used to assess the financial soundness of the bank. After reviewing literature factors such as …

2008

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English