Media Reputation as a Strategic Resource: An Integration of Mass Communication and Resource-Based Theories
整合大众传播理论与资源基础理论，提出媒体声誉概念，并通过实证分析表明媒体声誉是提升商业银行绩效的战略资源。
The resource-based view proposes that reputation is a resource leading to competitive advantage. Past research tested this by using Fortune ratings to measure reputation, but these ratings are theoretically weak. This paper integrates mass communication theory into past research to develop a concept called media reputation, defined as the overall evaluation of a firm presented in the media. Theoretical and empirical analyses indicate that media reputation is a resource that increases the performance of commercial banks.