I then move on to consider how reputation has been measured. The paper uncovers
considerable confusion in the use of what might appear to be basic terms and links this to a
subsequent lack of grounded measurement tools in the sector, until relatively recently. With
a clearer understanding of the construct of corporate reputation and the allied constructs of
image and identity, researchers are now well placed to test the relationships widely claimed
by practitioners between corporate reputation and other variables such as commercial
performance and employee and customer satisfaction. The review ends by illustrating some
of the issues that can be assessed from the basis of a clearer conceptualization of reputation
and its measurement.