An attitudinal measure of corporate reputation

Abstract

The prevalent definition of corporate reputation is critically considered and the various attempts at developing questionnaires to measure it are evaluated. An alternative attitudinal measure of corporate reputation is put forward that is developed in the context of the theory of planned behavior A procedure that enables the development of questionnaires can provide a direct evaluation of corporate reputation. This also provides a diagnostic procedure tailored to provide management with insights as to how corporate reputation can be improved The robust questionnaire development procedure outlined opens the way to future research that can provide a more meaningful examination and understanding of the variables that influence corporate reputation and the effect this in turn has on other concepts Corporate reputation has received increasing attention in recent years. Its importance is highlighted in the literature, primarily because of the various beneficial outcomes that have been suggested that it is capable of providing. These include: the intention to purchase a service; a positive outlook of buyers towards salespersons and products; attracting investors, lowering the cost of capital and enhancing the competitive ability of the firm; and the ability to attract good employees.