Keeping score: the challenges of measuring corporate reputation

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Show simple item record Dowling, GR Gardberg, NA
dc.contributor.editor Barnett Michael, L
dc.contributor.editor Pollock Timothy, G 2014-04-03T01:07:54Z 2012-01
dc.identifier.citation The Oxford Handbook of Corporate Reputation, 2012, 1, pp. 34 - 68
dc.identifier.isbn 978-0-19-959670-6
dc.identifier.other B1 en_US
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.
dc.publisher Oxford University Press
dc.title Keeping score: the challenges of measuring corporate reputation
dc.type Chapter
dc.parent The Oxford Handbook of Corporate Reputation
dc.journal.number en_US
dc.publocation Oxford, UK en_US
dc.identifier.startpage 34 en_US
dc.identifier.endpage 68 en_US BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 1503 Business and Management
dc.personcode 108914
dc.percentage 100 en_US Business and Management en_US
dc.classification.type FOR-08 en_US
dc.edition 1 en_US
dc.custom en_US en_US
dc.location.activity en_US
dc.description.keywords en_US
dc.description.keywords youth, young people, environmental attitudes, activism
pubs.embargo.period Not known
pubs.organisational-group /University of Technology Sydney
pubs.organisational-group /University of Technology Sydney/Faculty of Business
pubs.organisational-group /University of Technology Sydney/Faculty of Business/School of Marketing
utslib.copyright.status Closed Access 2015-04-15 12:17:09.805752+10
utslib.collection.history Closed (ID: 3)

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