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Ethos

Ethos is a Greek term commonly translated as “moral character.” It was initially discussed in the context of an individual’s moral character but has also been used in a more modern context to describe a group’s or even a corporation’s collective moral character. Ethos is established through habits, viewed through a pattern of behavior, as opposed to any single act. This pattern becomes a component of reputation, including corporate reputation. According to Aristotle in his seminal text On Rhetoric, ethos is also one of three artistic proofs critical to persuasion. This entry reviews the components of ethos according to Aristotle and the concept of corporate ethos. The entry then discusses the role that ethos plays in corporate reputation. Last, the entry reviews the corollary ...

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