Functional Antecedent of Corporate Reputation in Universities: Developing A Measurement Tool for the Corporate Reputation Attributes (CRA)
DOI:
https://doi.org/10.5281/zenodo.8428366Abstract
It is important for universities seeking to gain a competitive advantage to focus on reputation management like all other institutions. At this point, although university rankings are helpful, each university's management of its reputation by positioning itself according to its unique characteristics will yield more effective results.
The Reputation Quotient (RQ) Scale, which is frequently used in the literature for measurement, complicates the understanding of reputation by considering the antecedents of reputation together with the structure itself. RQ has been updated as the RepTrak System Model to separate them: RepTrak Pulse covers the measurement of emotion-based pure reputation perception, and RepTrak Index covers the measurement of reputation antecedents.
Although emotions are universal, the assumption that reputation-determining driving attributes do not differ across cultures and contexts is problematic. The main objective of the present study is to develop a measurement tool for 'corporate functions and attributes', one of the experience areas that are considered critical in the formation of corporate reputation perceptions in Turkish state universities.
The study was carried out with the exploratory sequential mixed-method design. In the first study, the experience areas that determine the reputation perceptions of the academicians were revealed, while the second study focused on developing a context-specific measurement tool.
The Corporate Reputation Attributes Scale consists of five dimensions including Working Environment and Governance, Research and Education Capacity, Social Awareness, Innovation and Social Networking and Recognition, and 24 items.
It is recommended that universities include corporate reputation management in their priority areas in their strategic plans, and that they base their strategies on current situation analyzes that they will carry out with measurement tools such as CORPORATE REPUTATION ATTRIBUTES (CRA).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 International Journal of Contemporary Economics and Administrative Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
The Author(s) must make formal transfer of copyright for each article prior to publication in the International Journal of Contemporary Economics and Administrative Sciences. Such transfer enables the Journal to defend itself against plagiarism and other forms of copyright infringement. Your cooperation is appreciated. You agree that copyright of your article to be published in the International Journal of Contemporary Economics and Administrative Sciences is hereby transferred, throughout the World and for the full term and all extensions and renewals thereof, to International Journal of Contemporary Economics and Administrative Sciences.
The Author(s) reserve(s): (a) the trademark rights and patent rights, if any, and (b) the right to use all or part of the information contained in this article in future, non-commercial works of the Author's own, or, if the article is a "work-for-hire" and made within the scope of the Author's employment, the employer may use all or part of the information contained in this article for intra-company use, provided the usual acknowledgements are given regarding copyright notice and reference to the original publication.
The Author(s) warrant(s) that the article is Author's original work, and has not been published before. If excerpts from copyrighted works are included, the Author will obtain written permission from the copyright owners and shall credit the sources in the article. The author also warrants that the article contains no libelous or unlawful statements, and does not infringe on the rights of others. If the article was prepared jointly with other Author(s), the Author agrees to inform the co-Author(s) of the terms of the copyright transfer and to sign on their behalf; or in the case of a "work-for-hire" the employer or an authorized representative of the employer.
The journal is registered with the ISSN : 1925-4423.
IJCEAS is licensed under a Creative Commons Attribution 4.0 International License.
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
