Measuring corporate reputation: a comprehensive model with enhanced objectivity

Abstract

PurposeCorporate reputation (CR), the new buzz word has created many waves in the business world and thereby has become a topic of interest of many researchers. CR is often addressed as an intangible asset that brings with itself lots of advantages and benefits that may build the company and push it forward or may bring a company completely down. CR is a multidisciplinary concept generating parallel interpretations, and as a consequence, disagreements arise regarding its definition and its measurement techniques.Design/methodology/approachThis paper attempted to address this issue by bringing in more clarity to the concept and objectivity in its measurement. To address this issue a new comprehensive definition of CR is developed by reviewing the semi-centennial evolution of the construct. By bringing a critical analysis of the currently followed methods of measurement the paper has classified them into the five broad categories on the basis of the guiding definition, methodology and data sources, multiple stakeholders emphasised and the extent of objectivity inherent in the methodology. Establishing linkage between different concepts a model is developed for better understanding of the process of corporate reputation building.FindingsBased on the renewed understanding, a new method has been suggested for measuring corporate reputation from the perspective of multiple stakeholders.Originality/valueThis method is claimed to be superior as it is founded on a comprehensive meaning of the concept and designed to use easily available and accessible objective data.