Company Reputation Perception

What it measures

Assesses how favourably a person evaluates a company in terms of its success, prestige, respectability, and admireability. Used as a manipulation check in product-harm crisis research to identify brands with high versus moderate reputations across both durable goods and fast-food categories.

Representative items

• Not successful / Successful
• Not prestigious / Prestigious
• Not respected / Respected
• Not admired / Admired

Citation

Xie, Y., & Keh, H.T. (2016). Taming the blame game: Using promotion programs to counter product-harm crises. Journal of Advertising, 45(2), 211–226.