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Bob Moritz
Marshfield Clinic Research Foundation

reputation

The degree to which a person manages his/her behavior so as to present a positive image to others is measured with Likert-type items.

A person's attitude about the steadfast, trustworthiness of a company is measured with five items.  The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.

Three, seven-point Likert-type items are used to measure how much a person uses a product because of the positive social value it is expected to have.

A three-item, five-point semantic differential scale is used to measure a person's attitude toward a certain company.

A scale composed of four items with a seven-point response format is used to measure the image a person believes that company has with several specific publics.

The scale has four items that measure the degree to which a customer believes that a particular company produces high quality, innovative goods and services.

The four items composing this scale are intended to measure the extent to which a customer believes that a particular company is responsible in its service to society and the environment.

Six items are used in this scale to measure the degree to which a customer believes that a certain company, and particularly its employees, care about customers and treat them fairly.

Three, seven-point Likert-type items are used to measure a person's attitude toward a business or organization, with an emphasis on the pride felt from being associated with it. The entity examined in the study by Woo, Fock, and Hui (2006) was a major university in Hong Kong.

The scale is composed of five, seven-point items that assess a person's overall opinion of a company. As used by Pope, Voges, and Brown (2004), the items were phrased as semantic-differentials. In contrast, the authors' later study (Pope, Voges, and Brown 2009) adapted the scale to be Likert-type.