Measuring corporate reputation : a case example

Abstract

Corporate reputation emerges from the images held by various publics of an organization. A positive reputation can result in a number of beneficial consequences that ultimately facilitate better corporate performance. However, meaningful research can only result from measures of reputation that are psychometrically sound. A review of the empirical studies that employ a corporate reputation measure is undertaken and the role of the halo effect is considered. A case study of the beverage industry in Malta is used to describe a typical process for the development of an instrument to measure corporate reputation with the general public. Results are discussed and limitations are noted.