Media reputation as a strategic resource: An integration of mass communication and resource-based theories

The resource-based view proposes that reputation is a resource leading to c ompetitive advantage. Past research tested this by using Fortune ratings to measure reputation, but these ratings are theoretically weak. This paper i ntegrates mass communication theory into past research to develop a concept called media reputation, defined as the overall evaluation of a firm prese nted in the media. Theoretical and empirical analyses indicate that media r eputation is a resource that increases the performance of commercial banks. (C) 2000 Elsevier Science Inc. All rights reserved.