The CBR scale is a validated measure of corporate reputation from the consumer perspective, developed specifically for service firm contexts. Walsh and Beatty (2007) argued that existing corporate reputation instruments (particularly Fombrun's Reputation Quotient) were developed from a general stakeholder perspective and did not adequately capture the dimensions of reputation most salient to service firm customers, whose primary experience of the firm is through service encounters rather than products or corporate communications. The CBR operationalises five reputation dimensions most relevant to customer perceptions: Customer Orientation captures the degree to which the firm is perceived as caring about, understanding, and serving its customers well — the most distinctive dimension for service reputation. Good Employer captures perceptions of how the firm treats its employees, which customers use as a signal of service quality and values. Reliable and Financially Strong Company captures perceptions of stability, trustworthiness, and financial soundness. Product and Service Quality captures perceived quality of the firm's core service and product offerings. Social and Environmental Responsibility captures perceptions of the firm's civic engagement, environmental practices, and ethical conduct toward society. Walsh and Beatty (2007) validated the CBR across multiple service sectors including banking, retail services, and telecommunications in German and US samples, demonstrating that CBR dimensions predict customer satisfaction, loyalty, trust, and word-of-mouth independently of service quality and price perceptions.
Walsh, G., & Beatty, S.E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127–143.
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