Keeping score: the challenges of measuring corporate reputation

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dc.contributor.author Dowling, Grahame en_US
dc.contributor.author Gardberg, Naomi en_US
dc.contributor.editor Barnett, Michael L., Pollock, Timothy G. en_US
dc.date.accessioned 2014-04-03T01:07:54Z
dc.date.available 2014-04-03T01:07:54Z
dc.date.issued 2012 en_US
dc.identifier 2011006710 en_US
dc.identifier.citation Gardberg, Naomi and Dowling, Grahame 2012, 'Keeping score: the challenges of measuring corporate reputation', Oxford University Press, Oxford, UK, pp. 34-68. en_US
dc.identifier.issn 978-0-19-959670-6 en_US
dc.identifier.other B1 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.language en_US
dc.publisher Oxford University Press en_US
dc.relation.isbasedon en_US
dc.title Keeping score: the challenges of measuring corporate reputation en_US
dc.parent The Oxford Handbook of Corporate Reputation en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Oxford, UK en_US
dc.identifier.startpage 34 en_US
dc.identifier.endpage 68 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150300 en_US
dc.personcode 108914 en_US
dc.personcode 0000082894 en_US
dc.percentage 100 en_US
dc.classification.name Business and Management en_US
dc.classification.type FOR-08 en_US
dc.edition 1 en_US
dc.custom en_US
dc.date.activity en_US
dc.location.activity en_US
dc.description.keywords en_US


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