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Corporate reputation: concept and measurement (1997)

Caruana, Albert

Bingley : Emerald

The @journal of product & brand management 6 (1997), S. 109-118

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ISSN: 1061-0421

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: 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.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/10610429710175646

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