Measuring Corporate Reputation
This last chapter looks at corporate reputation measurement tools that have been developed in the last two decades. A wide variety of indices and scales is an interesting sign in itself, demonstrating that scientific and professional communities take an interest in reputation. However, this proliferation results in a certain degree of uncertainty and confusion caused by the need to choose adequate measurement tools from the diverse instruments that have very different characteristics.
First, we should distinguish between the tools that aim to establish the objective value of reputation based on audits and evaluations performed by highly informed experts such as financial analysts, directors or journalists and ...