Designing a Formative Measure for Corporate Reputation

Research output: Contribution to journalArticlepeer-review

138 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
StatePublished - Jul 1 2005
Externally publishedYes

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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