Afrix Model: An Approach for Measuring and Managing Reputational Risk for African Banks
Fitzgerald ZINZINDOHOUE

Abstract
This research intends to identify corporate reputation drivers and ascertain how African banks brand preference and performance can derived from them using a designed conceptual framework. The methodological approach for the study encompasses a desk research reviewing the existing literature and a qualitative study. The theoretical framework provides a deep understanding of the corporate reputation concept especially dimensions and attributes of existing measurement models. Theories and models are compared. The empirical analysis and discussion of the findings allows the researcher to identify six (06) dimensions and forty (40) attributes relevant to the measurement of corporate reputation in African banks. Reputational risk has been found critical for a bank to be successful and three (03) primary dimensions are of concern: Governance, Relationship with stakeholders and Regulatory compliance. A conceptual model has been proposed to measure and manage efficiently reputational risk.

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