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  • 1.  perceived corporate reputation scale

    Posted 03-09-2009 18:59
    Hello everyone,

    I'm trying to find a (short) perceived corporate reputation scale.
    I'm not looking to objectively rank an organization, but instead want
    a scale reflecting "naive realism": what do I think the greater public
    thinks about my organization? I need something that is valence/
    evaluative in focus (analogous to an attitude), but everything I've
    found so far is descriptive about specific properties (similar to
    culture) or wider-ranging domains of the firm. I'm doing something
    sort of attributional, so a scale that captures accurate reputation is
    much less of interest than something that captures belief.

    Thanks in advance!

    regards,

    Keith Leavitt


  • 2.  perceived corporate reputation scale

    Posted 03-10-2009 13:09

    Doesn't Fortune do ratings of this type every year (e.g., best companies, best companies to work for?).

    Ed



    Edwin A. Locke
    Dean's Professor of Leadership and Motivation (Emeritus)
    Robert H. Smith School of Business
    32122 Canyon Ridge Drive
    Westlake Village, CA 91361
    818 706 9361 (in CA) TEL
    same FAX
    elocke@rhsmith.umd.edu
    http://www.rhsmith.umd.edu
    http://edwinlocke.com
    Keith Leavitt <keithl2@U.WASHINGTON.EDU>



    To

    <OB@AOMLISTS.PACE.EDU>

    cc


    Subject

    perceived corporate reputation scale

    Hello everyone,

       I'm trying to find a (short) perceived corporate reputation scale.  
    I'm not looking to objectively rank an organization, but instead want  
    a scale reflecting "naive realism": what do I think the greater public  
    thinks about my organization? I need something that is valence/
    evaluative in focus (analogous to an attitude), but everything I've  
    found so far is descriptive about specific properties (similar to  
    culture) or wider-ranging domains of the firm. I'm doing something  
    sort of attributional, so a scale that captures accurate reputation is  
    much less of interest than something that captures belief.

    Thanks in advance!

    regards,

      Keith Leavitt



  • 3.  perceived corporate reputation scale

    Posted 03-10-2009 13:49
    Keith,

    Riland (1959) has a Guttman type scale that measures attitudes towards a
    company. You can find it in Shaw, M.E., and Wright, J. M. (1967). Scales for
    the measurement of attitudes. New York, NY: McGraw Hill.

    Sincerely,
    Ulas

    H. Ulas Ograk, Ph.D.
    Assistant Professor of Management
    University of Louisiana at Monroe
    700 University Avenue
    Monroe, LA 71209
    318 342 1201 - office
    318 342 1101 - fax
    ograk@ulm.edu

    -----Original Message-----
    From: Organizational Behavior Division Listserv
    [mailto:OB@AOMLISTS.PACE.EDU] On Behalf Of Keith Leavitt
    Sent: Monday, March 09, 2009 5:59 PM
    To: OB@AOMLISTS.PACE.EDU
    Subject: perceived corporate reputation scale

    Hello everyone,

    I'm trying to find a (short) perceived corporate reputation scale.
    I'm not looking to objectively rank an organization, but instead want
    a scale reflecting "naive realism": what do I think the greater public
    thinks about my organization? I need something that is valence/
    evaluative in focus (analogous to an attitude), but everything I've
    found so far is descriptive about specific properties (similar to
    culture) or wider-ranging domains of the firm. I'm doing something
    sort of attributional, so a scale that captures accurate reputation is
    much less of interest than something that captures belief.

    Thanks in advance!

    regards,

    Keith Leavitt


  • 4.  perceived corporate reputation scale

    Posted 03-10-2009 15:10
    Yes, Edwin, so does DiversityInc.
     
    Karl Strandberg
    Lecturer, California State University Dominguez Hills 
     
    -------Original Message-------
     
    Date: 3/10/2009 10:20:46 AM
    Subject: Re: perceived corporate reputation scale
     

    Doesn't Fortune do ratings of this type every year (e.g., best companies, best companies to work for?).

    Ed



    Edwin A. Locke
    Dean's Professor of Leadership and Motivation (Emeritus)
    Robert H. Smith School of Business
    32122 Canyon Ridge Drive
    Westlake Village, CA 91361
    818 706 9361 (in CA) TEL
    same FAX
    elocke@rhsmith.umd.edu
    http://www.rhsmith.umd.edu
    http://edwinlocke.com
    Keith Leavitt <keithl2@U.WASHINGTON.EDU>



    To
    <OB@AOMLISTS.PACE.EDU>

    cc

    Subject
    perceived corporate reputation scale

    Hello everyone,

       I'm trying to find a (short) perceived corporate reputation scale.  
    I'm not looking to objectively rank an organization, but instead want  
    a scale reflecting "naive realism": what do I think the greater public  
    thinks about my organization? I need something that is valence/
    evaluative in focus (analogous to an attitude), but everything I've  
    found so far is descriptive about specific properties (similar to  
    culture) or wider-ranging domains of the firm. I'm doing something  
    sort of attributional, so a scale that captures accurate reputation is  
    much less of interest than something that captures belief.

    Thanks in advance!

    regards,

      Keith Leavitt

     


  • 5.  perceived corporate reputation scale

    Posted 03-10-2009 16:57
    Keith,
    May be the concept of Perceived External Prestige could help you, see
    works of Karim Mignonac :

    Mignonac, K., Herrbach, O. et Guerrero, S. 2006. ?The interactive
    effects of perceived external prestige and need for organizational
    identification on turnover intentions?, Journal of Vocational
    Behavior, 69, 477-493.

    Patrice Roussel
    Professeur Université Toulouse 1, IAE
    Dean GRACCO CNRS, LIRHE / CRM
    http://gracco.univ-tlse1.fr


    > Hello everyone,
    >
    > I'm trying to find a (short) perceived corporate reputation scale.
    > I'm not looking to objectively rank an organization, but instead want
    > a scale reflecting "naive realism": what do I think the greater public
    > thinks about my organization? I need something that is valence/
    > evaluative in focus (analogous to an attitude), but everything I've
    > found so far is descriptive about specific properties (similar to
    > culture) or wider-ranging domains of the firm. I'm doing something
    > sort of attributional, so a scale that captures accurate reputation is
    > much less of interest than something that captures belief.
    >
    > Thanks in advance!
    >
    > regards,
    >
    > Keith Leavitt
    >



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  • 6.  perceived corporate reputation scale

    Posted 03-10-2009 22:47
    Keith,

    You should have a look at the public relations literature. A journal called "Corporate Reputation Review", if I remember correctly publishes research where they measure corporate reputation using scales. Also, "Public Relations Review"  and "Journal of Brand Management"may have something on the topic.

    Dan

    On Mon, Mar 9, 2009 at 18:58, Keith Leavitt <keithl2@u.washington.edu> wrote:
    Hello everyone,

      I'm trying to find a (short) perceived corporate reputation scale. I'm not looking to objectively rank an organization, but instead want a scale reflecting "naive realism": what do I think the greater public thinks about my organization? I need something that is valence/evaluative in focus (analogous to an attitude), but everything I've found so far is descriptive about specific properties (similar to culture) or wider-ranging domains of the firm. I'm doing something sort of attributional, so a scale that captures accurate reputation is much less of interest than something that captures belief.

    Thanks in advance!

    regards,

     Keith Leavitt



    --
    Dan Ispas, M.A.
    Doctoral Associate
    Industrial/Organizational Psychology Program
    University of South Florida
    4202 E Fowler Ave PCD 4118G
    Tampa, FL 33620



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