Corporate Reputation Measurement and Evaluation

This chapter reviews previous evaluation methods and advances a public relations/corporate communications model that focuses on reputational outcomes associated with both subjective and objective measures and statistical models. However, it should be noted that much of the quantitative research done on reputation is atheoretical and inductive, rather than deductive and based on established models of reputational change. Taking a best practices approach to reputation suggests that research should center on both objective (financial) and subjective (nonfinancial or "soft") variables to produce reliable and valid evaluation based on rigorous methodological and statistical testing.