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Indicators of Reputation

An indicator is a trend or a fact that indicates the level of something—in this case, reputation. Indicators are what organizations use to detect if and which changes occurred. There are a large number of indicators for reputation because it is a multidimensional concept that is constantly evolving.

At least 49 different meanings of reputation exist; these can be grouped into three main categories: (1) awareness (perceptions that people have of an organization), (2) assessment (judgments and evaluations about an organization), and (3) assets (intangible resources of the firm). Similarly, three schools of measurement thought about reputation can be identified: (1) evaluative (reputation is financially defined), (2) impression (people’s perceptions), and (3) relational (gaps between internal and external views). The previous typology underlines the subjective ...

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