Designing a Formative Measure for Corporate Reputation

Research output: Contribution to journalArticle

125 Scopus citations

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 languageEnglish (US)
Pages (from-to)95-109
Number of pages15
JournalCorporate Reputation Review
Volume8
Issue number2
DOIs
Publication statusPublished - Jul 1 2005
Externally publishedYes

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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

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