Corporate reputation (CR), the new buzz word has created many waves in the business world and thereby has become a topic of interest of many researchers. CR is often addressed as an intangible asset that brings with itself lots of advantages and benefits that may build the company and push it forward or may bring a company completely down. CR is a multidisciplinary concept generating parallel interpretations, and as a consequence, disagreements arise regarding its definition and its measurement techniques.,This paper attempted to address this issue by bringing in more clarity to the concept and objectivity in its measurement. To address this issue a new comprehensive definition of CR is developed by reviewing the semi-centennial evolution of the construct. By bringing a critical analysis of the currently followed methods of measurement the paper has classified them into the five broad categories on the basis of the guiding definition, methodology and data sources, multiple stakeholders emphasised and the extent of objectivity inherent in the methodology. Establishing linkage between different concepts a model is developed for better understanding of the process of corporate reputation building.,Based on the renewed understanding, a new method has been suggested for measuring corporate reputation from the perspective of multiple stakeholders.,This method is claimed to be superior as it is founded on a comprehensive meaning of the concept and designed to use easily available and accessible objective data.

中文翻译：

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衡量企业声誉：具有增强客观性的综合模型

企业声誉（CR）这个新的流行语在商界引起了无数波澜，因此已成为许多研究人员感兴趣的话题。CR通常被视为一种无形资产，它带来许多优势和收益，这些优势和收益可能会建立公司并推动其前进，或者可能使公司彻底倒闭。CR是一个多学科的概念，产生了并行的解释，因此，在其定义和测量技术上出现了分歧。本文试图通过使测量的概念和客观性更加清晰来解决这个问题。为了解决这个问题，通过审查结构的半百年演变，开发了一种新的CR全面定义。通过对当前采用的测量方法进行批判性分析，本文根据指导性定义，方法论和数据来源，强调了多个利益相关方以及方法论固有的客观性，将其分为五大类。建立不同概念之间的联系，开发了一个模型，以更好地了解企业声誉的建立过程。在重新认识的基础上，提出了一种从多个利益相关者的角度衡量企业声誉的新方法。它基于概念的全面含义而设计，旨在使用易于获得和访问的客观数据，因此具有优越性。方法论和数据来源，多个利益相关者强调了方法论固有的客观性程度。建立不同概念之间的联系，开发了一个模型，以更好地了解企业声誉的建立过程。在重新认识的基础上，提出了一种从多个利益相关者的角度衡量企业声誉的新方法。它基于概念的全面含义而设计，旨在使用易于获得和访问的客观数据，因此具有优越性。方法论和数据来源，多个利益相关者强调了方法论固有的客观性程度。建立不同概念之间的联系，开发了一个模型，以更好地了解企业声誉的建立过程。在重新认识的基础上，提出了一种从多个利益相关者的角度衡量企业声誉的新方法。它基于概念的全面含义而设计，旨在使用易于获得和访问的客观数据，因此具有优越性。