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2011 | OriginalPaper | Buchkapitel

Challenges in Measuring Corporate Reputation

verfasst von : Sabrina Helm, Christian Klode

Erschienen in: Reputation Management

Verlag: Springer Berlin Heidelberg

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Abstract

In the second chapter, Helm and Klode describe the “Challenges in Measuring Corporate Reputation” which most communication professionals should be aware of when selecting a measurement tool. The authors expand on the pros and cons of single versus multiple-item measurement concepts, discuss formative versus reflective models, and evaluate the benefits of low and higher order factors. In a second part, Helm and Klode introduce common measurement tools used both by practitioners and in academia and discuss the need for nonstandardized tools.

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Vorheriges Kapitel How to Measure Reputation

Nächstes Kapitel Measuring Media Corporate Reputations

Due to identification problems within the covariance-based structural equation modeling approach, an additional single-item measure of reputation can be used to achieve identification (Jarvis et al. 2005).

Aaker (1997) identified Sincerity, Excitement, Competence, Sophistication, Ruggedness as first-order factors; Davies et al. (2003) identified Agreeableness, Competence, Enterprise, Chic, Ruthlessness, Machismo, Informality as second-order factors; Fombrun et al. (2000) identified Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance as first-order factors of reputation.

A detailed description of all kinds of combinations is given by Jarvis et al. (2005).

Technically spoken: reputation is – when measured via formative mode – a latent dependent metric index variable estimated by using multiple regression analysis.

Within reflective measurement models all items have to be highly correlated. A conceptual problem can occur if an increase in e.g., product quality must not necessarily be accompanied by an increase of, e.g., wise use of financial assets.

http://www.money.cnn.com/magazines/fortune/mostadmired (download 2008-01-23).

http://www.reputationinstitute.com/reptrakpulse (download 2008-01-23).

http://www.reputationinstitute.com/reptrakpulse (download of Global RepTrak Pulse 2007 report, 2008-01-23).

Helm (2007b, p. 239) describes three perspectives of the definition and measurement of stakeholder perceptions of corporate reputation, namely (1) the existence of an attitude in the mind of individuals; (2) perceptions that are matched within stakeholder groups; and (3) certain reputational perceptions forming a general reputation of the firm across (all) stakeholder groups.

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Titel: Challenges in Measuring Corporate Reputation
verfasst von: Sabrina Helm
Christian Klode
Verlag: Springer Berlin Heidelberg
Buch: Reputation Management
Print ISBN: 978-3-642-19265-4

Electronic ISBN: 978-3-642-19266-1

Copyright-Jahr: 2011
DOI: https://doi.org/10.1007/978-3-642-19266-1_11