Keeping score: the challenges of measuring corporate reputation

Dowling, GR; Gardberg, NA

Keeping score: the challenges of measuring corporate reputation

Dowling, GR

Gardberg, NA

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Publisher:: Oxford University Press
Publication Type:: Chapter
Citation:: The Oxford Handbook of Corporate Reputation, 2012, 1, pp. 34 - 68
Issue Date:: 2012-01

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Field	Value	Language
dc.contributor.author	Dowling, GR https://orcid.org/0000-0003-3055-5982	en_US
dc.contributor.author	Gardberg, NA	en_US
dc.contributor.editor	Barnett Michael, L	en_US
dc.contributor.editor	Pollock Timothy, G	en_US
dc.date.issued	2012-01	en_US
dc.identifier.citation	The Oxford Handbook of Corporate Reputation, 2012, 1, pp. 34 - 68	en_US
dc.identifier.isbn	978-0-19-959670-6	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22649
dc.description.abstract	While corporate reputation's (CR) benetlts arc known and lauded, its nat ure as an intangible asset causes its measurement to remain elusive. We describe methodological issues faced by CR researchers, including the thorny issues of construct definition, conceptualization as a formative and/or reflective construct, item breadth, sampling frames, scales' psychometric properties, and their appropriateness for measurement across industry, national, and ownership contexts. We also discuss the appropriateness of various methodologies such as survey, content analysis, and archival data. Vie then review the most visible academic and practitioner quantitative measures of CR from Fortune's "America's Most Admired Companies" to the Reputation Institute's RepTrak Pulse that have been published by consultants or business media outlets in over fifty countries. Overall, CR measurement has improved, providing better tools for both academic research and practice. We emphasize the need for multiple methodologies to facilitate triangulation, and conclude with suggestions for future operationalizations of corporate reputation.	en_US
dc.publisher	Oxford University Press	en_US
dc.relation.ispartof	The Oxford Handbook of Corporate Reputation	en_US
dc.title	Keeping score: the challenges of measuring corporate reputation	en_US
dc.type	Chapter
utslib.location	Oxford, UK	en_US
utslib.for	1503 Business and Management	en_US
utslib.citation.edition	1	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.edition	1	en_US
pubs.place-of-publication	Oxford, UK	en_US
pubs.publication-status	Published	en_US

Abstract:

While corporate reputation's (CR) benetlts arc known and lauded, its nat ure as an intangible asset causes its measurement to remain elusive. We describe methodological issues faced by CR researchers, including the thorny issues of construct definition, conceptualization as a formative and/or reflective construct, item breadth, sampling frames, scales' psychometric properties, and their appropriateness for measurement across industry, national, and ownership contexts. We also discuss the appropriateness of various methodologies such as survey, content analysis, and archival data. Vie then review the most visible academic and practitioner quantitative measures of CR from Fortune's "America's Most Admired Companies" to the Reputation Institute's RepTrak Pulse that have been published by consultants or business media outlets in over fifty countries. Overall, CR measurement has improved, providing better tools for both academic research and practice. We emphasize the need for multiple methodologies to facilitate triangulation, and conclude with suggestions for future operationalizations of corporate reputation.

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http://hdl.handle.net/10453/22649