NEGATIVE NARRATIVES RESULT IN POSITIVE CORPORATE REPUTATION: AN ANALYSIS OF FUEL PRICING IN THE DANGOTE PETROLEUM REFINERY AND NIGERIA NATIONAL PETROLEUM COMPANY TRADE

Corporate reputation is a fundamental concept that underscores the imperativeness of corporate organizations or individuals to understand and effectively manage their corporate image to thrive despite challenges. Therefore, this paper examined how negative narratives aimed at tarnishing an organization's reputation can positively lead to a favorable corporate reputation when effectively managed and expertly addressed. Employing a qualitative research method, the paper analyzed news extracts from prominent Nigerian newspapers and television news content as primary data sources. The stakeholder theory, which stipulates that management has a moral duty to protect not only the corporation but also the legitimate interests of the stakeholders, underpins this investigation. The results indicate that an organization with a robust corporate reputation can gain a competitive advantage over its competitors by building an entry barrier and enhancing its competitiveness. The paper concludes that organizations should not solely react when faced with a reputation crisis or scrutiny but rather take a proactive stance by engaging with the public regarding their operations. The paper recommends that organizations should adopt a proactive rather than a reactive approach when addressing image or reputation-related issues