Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study

This paper raises fundamental questions about the meaning of reputation and its measurement. It also considers the context of the recent global economic crisis, which brought about the lowest levels of trust in corporations, and a serious erosion of reputational capital of the corporations previously regarded as highly reputable. It maps out the semantic content of corporate reputation in an attempt to capture the ideas that individuals associate with this concept and to contrast it with the established standard reputational measures of reputation. The empirical part is based on semantic network analysis, a special form of social network analysis, where connections are formed by the use of overlapping concepts. The results show that there are a few strong determinants of reputation. They mainly coincide with the established reputational measures; however, some strong determinates seem to be context-specific and reflect the current global economic and financial crisis. The findings of the study correspond to the proposition in the literature that reputation is socially constructed and deliver insights into the relevance of standard and universal reputational measures.

► This paper raises fundamental questions about the meaning of reputation and its measurement.
► It maps out the semantic content of corporate reputation via individuals’ associations.
► We employ a semantic network analysis.
► The results show that there are a few strong determinants of reputation.
► The majority coincides with the established reputational measures but some are context specific.