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date: 25 October 2020

Abstract and Keywords

This article explores the extant measures of corporate reputation and finds them both varied and lacking in construct validity. Corporate reputation measurement has been enhanced, providing better tools for both academic research and practice. Corporate reputation research is rich with different data collection methodologies. Corporate reputation measurement has advanced since the launch of Fortune's ratings of ‘America's Most Admired Companies’. The recommendations for making new measures of corporate reputation are reported. The future research might be affected by technology and gamma change. Technology has the potential to change many elements of corporate reputation measurement. The gamma change concentrates on how the criteria employed by stakeholders to assess companies evolve over time. While corporate reputation measurement has shown signs of improvement over the last few years, it is now at a watershed.

Keywords: corporate reputation, construct validity, technology, gamma change, stakeholders, companies

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