The Reputation Quotient was based on the combination of commercial ranking surveys and academic literature, which claimed to be valid, reliable measure of corporate reputation (Fombrun et al. 2000b). Regarding the reliability test, Fombrun et al. (2000b) explain that Cronbach’s alpha of RQ exceeds 0.84 indicating that the items can be used as a reliable corporate reputation measurement. After three pilot tests, Fombrun et al. (2000b) proposed the final version of RQ consisting of 20 items (See Table 2.3) that are grouped into 6 pillars: emotional appeal, products and services, vision and leadership, workplace environment, social and environmental responsibility, and financial performance (See Figure 2.1). While emotional appeal indicates as emotional dimension, the remaining pillars are grouped as rational dimension.