In the second chapter, Helm and Klode describe the “Challenges in Measuring Corporate Reputation” which most communication professionals should be aware of when selecting a measurement tool. The authors expand on the pros and cons of single versus multiple-item measurement concepts, discuss formative versus reflective models, and evaluate the benefits of low and higher order factors. In a second part, Helm and Klode introduce common measurement tools used both by practitioners and in academia and discuss the need for nonstandardized tools.
CITATION STYLE
Helm, S., & Klode, C. (2011). Challenges in Measuring Corporate Reputation. In Management for Professionals (Vol. Part F381, pp. 99–110). Springer Nature. https://doi.org/10.1007/978-3-642-19266-1_11
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