First, emotional appeal is the most recent factor added to the measurement for assessing corporate reputation. Emotional appeal is what makes the reputation quotient unique, since it is the major element that contributes to the multi-dimensionality to the RQ. It expresses the credibility, trust, and overall admiration that stakeholder gives to a company. When a reputation has formed, a key part of that reputation is the firm’s credibility in its interactions with stakeholders whom the company views as important (Herbig and Milewicz 1995).