Validation of the customer-based corporate reputation scale in a retail context
Nic S. Terblanche
University of Stellenbosch
Introduction
The interdisciplinary nature of earlier work on corporate reputation has caused terminological difficulties to define corporate reputation (Chun 2005). Notwithstanding this ostensible definitional problem, adequate perspectives and efforts to define corporate reputation exist to enable one to delineate what corporate reputation is.
Yoon et al.(1993) consider corporate reputation as a mirror reflecting a firm’s past and that expresses features of a firm’s offerings to its target markets in contrast with those of the firm’s rivals. Herbig and Milewicz (1993, p. 18) see...