Corporate reputation: concept and measurement
Abstract
Corporate reputation is formed by the firm’s various publics on the basis of information and experience. Different publics consider different informational cues. Focusses on the cues considered by customers of a beverage firm. Uses focus groups and a survey among consumers to develop an instrument to measure corporate reputation. The instrument can be used to track the evolution of the corporate reputation of a firm over time. Discusses other implications in terms of the role of the “halo” effect on corporate reputation and indicates directions for future research.
Keywords
Citation
Caruana, A. (1997), "Corporate reputation: concept and measurement", Journal of Product & Brand Management, Vol. 6 No. 2, pp. 109-118. https://doi.org/10.1108/10610429710175646
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited