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Comparing Corporate Reputations: League Tables, Quotients, Benchmarks, or Case Studies?
被引：0
作者：
Bromley D.
[1
]
机构：
[1] Department of Psychology, University of Liverpool
关键词：
advertising;
brand;
communications;
corporate branding;
e-communication;
identity;
image;
intangibles;
philanthropy;
positioning;
reputation;
stakeholder;
D O I：
10.1057/palgrave.crr.1540163
中图分类号：
学科分类号：
摘要：
Finding valid and practicable methods of assessment and comparison should help to clarify the concept of corporate reputation and contribute to professional applications in this area. Four approaches to assessing and comparing corporate reputations are outlined: league tables, reputation quotients, benchmarks, and case studies. The first three approaches are interrelated, and face conceptual and practical difficulties. The fourth approach outlines two contrasting methods: the case comparison method and the Quasi-Judicial (QJ) case method. © 2002, Palgrave Macmillan.
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页码：35 / 50
页数：15
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