Sustainable Business Practices – Corporate Reputation Within an Arab Context within a Multi-Stakeholder Group, Dr Randa Diab-Bahman, Dr Abrar Al-Enzi, Dr Sapheya Aftimos

Dr Randa Diab-Bahman
University of Reading
United Kingdom
ORCID: 0000-0003-2325-6706
Dr Abrar Al-Enzi
Gulf University for Science and Technology
Kuwait
ORCID: 0000-0002-2860-0070
Dr Sapheya Aftimos
Australian University in Kuwait
Kuwait
ORCID: 0000-0002-5810-9856

Purpose: This research investigates the perceptions and attitudes of employees and customers toward a telecommunications company in the Arab world, with a focus on how these perceptions shape and reflect the company’s Corporate Reputation (CR). It explores CR through multidimensional factors including trust, ethical alignment, stakeholder experience, and the company’s adherence to religious and social obligations.

Methodology: Quantitative research design was employed, utilizing both formative and reflective scales. The study surveyed two stakeholder groups: employees (n=684) and customers (n=351). Key constructs included positive intent, trust/distrust, stakeholder experiences, perceived corporate commitment to well-being and religious obligations, and stakeholder identification with the company.

Findings: The results indicate an overall favorable perception of the company’s reputation from both employees and customers. Both groups report positive personal and observed experiences, as well as a general sense of trust and identification with the company. However, the data also reveal that similar stimuli can produce both positive and negative responses, suggesting the need for nuanced interpretation of CR across different stakeholder groups.

Originality: This study is the first to apply reputational theory from a multistakeholder perspective within an Arabian cultural and corporate context. The findings offer strategic guidance for organizations seeking to enhance stakeholder relationships and reinforce positive reputation through culturally responsive practices.

Keywords: Sustainability; Stakeholder Theory; Reputation Theory; Social Axioms; Religiosity; i-CSR.