Major Approaches to Measuring Corporate Reputation: An Extensive Literature Review
Major Approaches to Measuring Corporate Reputation: An Extensive Literature Review

Summary/Abstract: The purpose of this research article is to provide an in-depth examination of the theoretical and practical approaches related to the measurement of corporate reputation. The paper has investigated the various methods used to quantify corporate reputation and seeks to offer an integrated framework to deepen the understanding of the research models developed with the scope of evaluating this concept of great complexity. Drawing upon the existing body of literature, the article has identified and reviewed six categories of measurement instruments: (1) reputation measurement based on social expectations, (2) measurement based on corporate character attributes, (3) measurement based on the concept of trust, (4) measurement taking into consideration both antecedents and consequences of corporate reputation, (5) measurement using a mix of conceptual approaches that already existed in the literature but integrated into a different perspective, and (6) customer-based corporate reputation measurement.

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