Measuring reputation in global markets-A comparison of reputation measures' convergent and criterion validities

Corporate reputation has become one of the most important intangible assets for maintaining and enhancing firms' competitiveness in the global marketplace. Researchers have shown considerable interest in measuring the corporate reputation construct, resulting in a lack of consensus on valid measurement approaches. Against this background, we discuss commonly used reputation measures from a conceptual as well as theoretical perspective, and empirically compare them in terms of convergent validity and criterion validity. By examining the measures' psychometric properties, both theoretically and empirically, this study provides guidance for their reasonable application in business research and practice. (c) 2012 Elsevier Inc. All rights reserved.