engleski

Is Reputation a Unidimensional Construct?

Reputation is an important concept in corporate communication and strategic management. Although there is no universally accepted definition, the dominant paradigm proposes it to be a multidimensional concept. The main purpose of our study was to explore potential multidimensionality of reputation and develop and test an instrument to measure it. To do that we used a large-scale qualitative and quantitative approach consisting of 25 in-depth interviews with members of key stakeholder groups. We then administered a questionnaire, consisting of 26 items representing eight dimensions of reputation, to three key stakeholder groups of an academic institution. The results did not support the theoretical assumption of an eight-factor solution ; only one main dimension emerged. Theoretically, that implies a general factor determining overall reputations across stakeholders. Practically, that means a robust and general questionnaire could be developed to be used across organizations and their stakeholders. We propose a unidimensional, six- item measure of reputation.

Corporate reputation

nije evidentirano