The study of organizational and collective (employee) reputations as outcomes of impression management within the
OIC model is most appropriate, as reputation operates in the same way across all levels of analysis; as concluded by
Ferris et al. (2014) in their comprehensive review of reputation literature. Other popular constructs, such as brand
association (Low & Lamb, 2000) and brand personality (Aaker & Fournier, 1995) can be applied at an organizational
level, but there is no suggestion within the literature that they operate in the same way at individual or collective
levels of analysis.