Abstract
The construct of reputation has attracted much attention among researchers and practitioners alike. The growing body of literature in this area has led to a wide variety of measurement approaches, albeit most publications do not point out the epistemic nature of reputation as a construct. It is not clear (1) if reputation is a formative or reflective construct and (2) how it should be conceptualized using a formative approach. The incorrect specification of the construct would produce misleading results, which in turn would provide no solid basis for reputation management. Based on a study among German consumers, this paper conceptualizes reputation as a formative construct consisting of ten indicators. The findings suggest that this conceptualization is a solid method on which to build reputation measures, which in turn are an important step for efficient reputation management.
Original language | English (US) |
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Pages (from-to) | 95-109 |
Number of pages | 15 |
Journal | Corporate Reputation Review |
Volume | 8 |
Issue number | 2 |
DOIs | |
State | Published - Jul 1 2005 |
Externally published | Yes |
Keywords
- advertising
- brand
- communications
- corporate branding
- e-communication
- formative indicators
- identity
- image
- intangibles
- philanthropy
- positioning
- reflective indicators
- reputation
- reputation measurement
- reputation scales
- stakeholder
- structural equation modelling
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management