Corporate Reputation: Key Issues to Consider When Developing a Measurement Scale
Corporate Reputation: Key Issues to Consider When Developing a Measurement Scale

Summary/Abstract: While the concept of corporate reputation has increasingly attracted the attention of both academic and business scholars in the last few years, a precise and collective agreement upon its measurement is still lacking. This research paper hypothesizes that the measurement of corporate reputation is dependent on the correct understanding attributed to this notion: what it is not completely understood will fail to provide a proper reputation measurement framework. Consequently, there will always be gaps in ensuring the effective management of reputational risk. Against this background, the purpose of the article is to review the existing body of literature and examine a series of issues in measuring the reputation. To grasp the complex nature of this concept, six categories of challenges in the construction of the measurement scale have been reviewed: (1) the fragmented definitional landscape of corporate reputation, (2) reputation from a multi-stakeholder approach, recognizing the differing expectations of multiple groups of stakeholders gravitating around the company, (3) reputation as an attribute-specific assessment – one reputation or many reputations of the same company, (4) reputation as an industry-specific assessment, (5) reputation measurement in a reflective or formative approach, and (6) the multidimensional nature of corporate reputation.

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