Journal of Brand Management

, Volume 7, Issue 4, pp 241–255 | Cite as

The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation

Academic Paper

Abstract

Measures of corporate reputation currently in widespread use suffer from fundamental methodological and conceptual weaknesses. This paper begins with a brief overview of the reputation construct and its expected dimensionality. It then examines some of the major indices in use and documents their principal weaknesses. A new instrument is proposed — ‘the reputation quotientSM (RQ) — to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies. It concludes that the reputation quotient is a robust measure of corporate reputations that considerably improves the state of the art in reputation measurement.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2000

Authors and Affiliations

  • Charles J Fombrun
    • 1
  • Naomi A Gardberg
  • Joy M Sever
  1. 1.New York University, Stern School of BusinessNew YorkUSA

Personalised recommendations