Using Reputation measurement to create value: An analysis and integration of existing measures.

In recent years, there has been a call for a theoretical development to provide a framework that can be used to identify the scope and potential utility of different Reputation measures. This paper answers this call by providing a theoretical framework that integrates literature analysing Reputation as a concept that resides in individuals perceptions, cognitions and actions towards an organisation with literature that places Reputation as a key part of the strategic thinking of an organisation. Existing measures of Reputation are then placed within this theoretical framework and discussed at both the perceptual and strategic level. The results show that different measures seem complementary and based upon similar conceptual assumptions. 'The framework allows organisations to understand the utility of different Reputation measures and provides an approach by which reputation can be managed to create value.