ABSTRACT
This chapter examines the different schools of thought within the study of corporate reputation, to identify how reputation is variously defined, and then to discuss the different approaches to the measures of reputation that are associated with each perspective. Some of our current work shows that employees identify more strongly with and are more committed to strong corporate brands or corporate reputations. The word reputation' conjures up more than one picture in our minds and is taken to mean more than one thing in both business practice and business theory. Marketing tends to focus on the customer view of reputation and according to Fombrun and van Riel to be concerned with how reputation is created. Organisational theorists tend to focus more on an internal view of reputation. In the evaluative' school reputation is assessed from its financial value or from the short-term financial performance of the firm.
