• Corpus ID: 174790474

Exposé Is the Reputation Quotient a valid and reliable measure for corporate reputation ?

@inproceedings{Horn2013ExposIT,
  title={Expos{\'e} Is the Reputation Quotient a valid and reliable measure for corporate reputation ?},
  author={Richard Horn},
  year={2013}
}

• Richard Horn
• Published 2013
• Business

“It is doubtful that anyone today would argue that corporate reputation is unimportant” (Barnett, Jermier, & Lafferty, 2006, p.35). Background Corporate Reputation (CR) has been researched by multiple disciplines, such as management, social science and marketing. Various heterogeneous approaches of analyzing the CR construct are used and commonly agreed up-on definitions and measurement techniques are still missing. This context makes research on corporate reputation challenging. Hence, further research is required to shed light on some of the underdeveloped parts of theory building. Purpose – This research work is designed to address reputation measurement specific weaknesses identified in prior research. More specifically speaking, the Reputation Quotient SM developed by Fombrun, Gardberg, and Sever (1999) is addressed in this study. The hypotheses developed address the validity of variables proposed by the Reputation Quotient SM . Methodology The data set on which this research is based will be collected via a quantitative online survey in three countries, France, Germany and USA. The survey on corporate reputation is conducted employing Mercedes-Benz as the company of reference. This choice was taken, because the German car manufacturer is world-wide known. Therefore a study on reputation with regard to this car manufacturer is likely to produce comparable results. In the following a regression analysis will be conducted, applying a Partial Least Square (PLS) model.