Fombrun et al. introduced another interesting and prominent measurement ‘Reputation quotient’ (RQ) in 2000. The emotional aspect was added for the first time in order to increase multi-dimensionality of the instrument. In other words, its ability to assess information from both emotional and rational factors was proposed. Whereas the results of the Fortune’s AMAC are based on the opinions of business leaders, executives, and financial experts, the RQ can be used to gather information about a company reputation from the perceptions of various stakeholders such as the general public, customers, employees, suppliers and investors.