APPROACHES OF MEASURING CORPORATE REPUTATION: A LITERATURE REVIEW

Year 2015, Volume: 8 Issue: 1, 63 - 78, 10.10.2017

B. Aydem Çiftçioğlu Benan Gök

Abstract

In related literature
corporate reputation defined as important intangible assets of companies that
gained several benefits to organizations where concepts thought as important
features’ of organizations that must be managed by organizations. Although
there is a lot of debates about the utility of enterprise reputation in the
related literature, there are not enough studies on how and what kind of
measurement method should be preferred in order to maintain the existence of
this source. The limitations of related literature this study consist on to
examine the measurement methods preferred by the researchers in measuring the
corporate reputation. Based on this aimed study investigate 56 articles which
were suggested by the search engine of Uludag University Library was entered
with the keywords “Reputation, Corporate Reputation, Measurement of Corporate
Reputation, Reputation Models, Reputation Management”. Findings showed that
authors were mostly chosen the Fortune Mac scale or the measurement tools based
on the parameters of this scale and 20 percent of the researchers used the
original measurement tools that they developed based on the elements
constituting the corporate reputation in order to measure corporate reputation.
It is thought that the findings obtained within the scope of the research will
shed light on the researcher who wants to work in the corporate reputation.

Keywords

Reputation, Corporate Reputation, Reputation Management, Reputation Models, Measurement of Corporate Reputation

KURUMSAL İTİBAR ÖLÇÜMLENDİRME YAKLAŞIMLARI ÜZERİNE YAZINSAL BİR İNCELEME

Abstract

İşletmeler açısından
önemli bir soyut varlık olarak değerlendirilen kurumsal itibar, kurumlara pek
çok açıdan faydalar yaratmakta, pek çok yazar tarafından örgütsel açıdan
yönetilmesi gereken bir kurumsal özellik olarak değerlendirilmektedir. Ancak
kurumsal itibarın nasıl oluştuğu ve tanımlandığı kadar nasıl yönetilmesi
gerektiği de önemli bir yazınsal sorundur. İlgili yazında kurumsal itibarın
işletmeler açısından sağladığı faydalara ilişkin birçok söylem olmasına rağmen,
söz konusu kaynağın varlığını devam ettirmesi için nasıl ve ne tür bir
ölçümleme yönteminin tercih edilmesi gerektiği konusunda yeterli sayıda çalışma
bulunmamaktadır. Bu kısıttan hareket ile çalışmada Uludağ Üniversitesi
kütüphanesinin aboneliği bulunan veri tabanlarına “İtibar, Kurumsal İtibar,
Kurumsal İtibar Ölçümü, Reputation Models, Reputation Management” anahtar
kelimeleri ile girildiğinde arama motoru tarafından önerilen 56 makale üzerinde
yürütülen bir içerik analizi vasıtasıyla, kurumsal itibarın
ölçümlendirilmesinde araştırmacılar tarafından tercih edilen ölçümleme
yöntemlerinin incelenmesi amaçlanmıştır. Çalışma bulguları incelenen
makalelerde ağırlıklı olarak Fortune Mac ölçeğini ya da bu ölçeğin
parametrelerine dayandırılan ölçümleme araçlarını tercih edildiğini ve yüzde 20
oranında ise araştırmacıların kurumsal itibarı oluşturan unsurlara dayanarak
geliştirdikleri özgün ölçümleme araçlarını kurumsal itibarı ölçümlemek
maksadıyla kullandıklarını göstermektedir. Bu çalışmada elde edilen bulgular
kapsamında, bu alanda çalışmak isteyen araştırmacılara yazınsal anlamda ışık
tutacağı düşünülmektedir.

Keywords

İtibar, Kurumsal İtibar, İtibar Yönetimi, İtibar Modelleri, Kurumsal İtibar Ölçümü

References

• Aaker, L. (1997). “Dimensions of brand personality”. Journal of Marketing Research, 34 (3), 347-356.
• Argenti, Paul; Druckenmiller, Bob (2004). “Reputation and the Corporate Brand”. Corporate Reputation Review, 6(4), 368-374.
• Berens, G.; Van Riel C. B. M. (2004). “Corporate Associations in The Academic Literature: Three Main Streams of Thought in The Reputation Measurement Literature”. Corporate Reputation Review, 7(2), 161-178.
• Carmeli, Abraham; Tishler, Asher. (2005). “Perceived Organizational Reputation and Organizational Performance: An Emprical Invesigationof Industrial Enterprises”. Corpotare Reputation Review, 8(1): 13-20.
• Carmeli, Abraham; Tishler, Asher (2004). “The Relationships Between Intangible Organizational Elements and Organizational Performance”. Strategic Management Journal, 25(13), 1257-1278.
• Chun, Rosa (2005). “Corporate Reputation: Meaning and Measurement”. International Journal of Management Reviews, 7(2), 91-109.
• Çiftçioğlu, Aydem (2014). “Dimensional Analysis of Employer Branding Perceptions of Current Employees”. Çanakkale Onsekiz Mart Üniversitesi Dr. H. İbrahim Bodur Girişimcilik Uygulama ve Araştırma Merkezi, 9 (2), 417-432.
• Dalton, John; Croft, Susan (2003). Managing Corporate Reputation: The New Currency. London: Thorogood Publishing.
• Davies, G; Chun, R.; Rui Vanhas da, S.; Roper S. (2005). “A Corporate Character Scale To Assess Employee and Customer Views of Organizational Reputation”. Corporate Reputation Review, 7 (2), 128-134.
• Dowling, G. (2004). “Corporate Reputations: should You Compete On Yours?”, California Management Review, 46 (3), 19-36.
• Dowling, G. (1994). Corporate Reputations: Strategies for Developing the Corporate Brand. London: Kogan Page.
• Fombrun, Charles (1996). Reputation: Realizing Value from The Corporate Image. Massachusetts (Boston): Harvard Business School Press.
• Fombrun, Charles; Gardberg, A.; Barnett, M. (2000). “Opportunity Platforms and Safety Nets: Corporate Citizenship and Reputational Risk”. Business and Society Review, 105 (1), 85-106.
• Fombrun, Charles; Shanley, M. (1990). “What’s In A Name? Reputation Buılding and Corporate Strategy”. Academy of Management Journal, 33 (2), 233-258.
• Gray, Edmund; Balmer, John (1998). “Managing Corporate Image and Corporate Reputation”. Long Range Planning, 31(5), 696-697.
• Hall, R. (1992). “The Strategic Anaysis of Intangible Resources”. Strategic Management Journal, 13 (2), 135-144.
• Herbig, P.; Milewicz J. (1997). “The Relationship of Reputation and Credibility to Brand Success”. Pricing Strategy and Practice, 5 (1), 6-11.
• Kaplan, R.; Norton D. (1992). “The Balanced Scorecard - Measures that Drive Performance”. Harward Business Review, 70 (1), 82-92.
• Knox, Simon; Bickerton, David (2003). “The Six Conventions of Corporate Branding”. European Journal of Marketing, 37 (7/8), 998-1016.
• Lewellyn, P. (2003). “Corporate Reputation: Focusing The Zeitgeist”. Business &Society, 41 (4) , 446-456.
• Newell, S.J.; Goldsmith R.E. (2001). “The Development of A Scale to Measure Perceived Corporate Credibity”. Journal of Business Research, 52 (3), 235-247.
• Nguyen, N.; Leblanc, G. (2001). “Corporate Image and Corporate Reputation in Customers Retention Decisions in Services”. Journal of Retailing and Consumer Services, 8 (4), 277-290.
• Ponzi, Leonard; Fombrun, Charles; Gardberg, Naomi (2011). “RepTrak™ Pulse: Conceptualizing and Validating a Short-Form Measure of Corporate Reputation”. Corporate Reputation Review, 14 (1), 15-35.
• Schwaiger, M. (2004). “Components and Parameters of Corporate Reputation -- An Empirical Study.” Schmalenbach Business Review, 56 (1), 46-71.
• Steral, P.; Emery G. (1997). Corporate Image and Identity Startegies Design Corporate Future. Warrewod (Australia): Business and Profesional Pub. Ltd.
• Van Het Hof, Seçil (2013). “Models in Reputation Measurement New Challenges, New Opportunities: Interdisciplinary Perspectives on Reputation Management”. Banu Baybars-Hawks & Orhan Samast (Eds.). Reputation Management Institute of Turkey, 29-42.
• Wartick, S. (2002). “Measuring Corporate Reputation: Definition and Data”. Business and Society, 41 (4), 371-392.