These dentograms seemed to point to four distinctive clusters or groups. These groups were quite equally divided among
the 1,344 stakeholders in the main study. The clusters were named accordingly: Praisers, Neutrals, Contenteds and Critics. The praisers (14 per cent) gave the highest ratings on all reputational factors, as all heir values were over four. The Contenteds (39 per cent) gave the second highest ratings, well over the zero - point (3), but not as high as the Praisers.
These dentograms seemed to point to four distinctive clusters or groups. These groups were quite equally divided amongthe 1,344 stakeholders in the main study. The clusters were named accordingly: Praisers, Neutrals, Contenteds and Critics. The praisers (14 per cent) gave the highest ratings on all reputational factors, as all heir values were over four. The Contenteds (39 per cent) gave the second highest ratings, well over the zero - point (3), but not as high as the Praisers.
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