Abstract
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.
| Original language | English (US) |
|---|---|
| Title of host publication | The Handbook of Communication and Corporate Reputation |
| Publisher | Blackwell Publishing Ltd. |
| Pages | 559-573 |
| Number of pages | 15 |
| ISBN (Print) | 9780470670989 |
| DOIs | |
| State | Published - Apr 4 2013 |
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Keywords
- Corporate communications model
- Corporate reputation measurement
- Evaluation methods
- Reputational change
- Reputational outcomes
ASJC Scopus subject areas
- Social Sciences(all)
Cite this
Corporate Reputation Measurement and Evaluation. / Stacks, Don; Dodd, Melissa D.; Men, Linjuan Rita.
The Handbook of Communication and Corporate Reputation. Blackwell Publishing Ltd., 2013. p. 559-573.Research output: Chapter in Book/Report/Conference proceeding › Chapter
}
TY - CHAP
T1 - Corporate Reputation Measurement and Evaluation
AU - Stacks, Don
AU - Dodd, Melissa D.
AU - Men, Linjuan Rita
PY - 2013/4/4
Y1 - 2013/4/4
N2 - 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.
AB - 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.
KW - Corporate communications model
KW - Corporate reputation measurement
KW - Evaluation methods
KW - Reputational change
KW - Reputational outcomes
UR - http://www.scopus.com/inward/record.url?scp=84886326076&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84886326076&partnerID=8YFLogxK
U2 - 10.1002/9781118335529.ch44
DO - 10.1002/9781118335529.ch44
M3 - Chapter
AN - SCOPUS:84886326076
SN - 9780470670989
SP - 559
EP - 573
BT - The Handbook of Communication and Corporate Reputation
PB - Blackwell Publishing Ltd.
ER -