Professor David Whetten has been given a part-time role to advise on research trends relating to reputation and help develop a research agenda along with Oxford's Centre for Corporate Reputation International Research Fellows.
He will also promote the centre's activities within the academic and non-academic communities worldwide.
Whetten said: 'The study of reputation formation and how this relates to the associated fields of identity and image are of considerable interest to me.
'I look forward to helping the development of future scholarly research in this important area of management study.'
Oxford hosted its first reputation symposium this week (15-17 September), attended by about 40 scholars from universities around the world.