The Measurement of Corporate Brand: Based on a Stakeholder Perspective

Despite considerable interest in the topic of corporate brand, attempts at its measurement have been scarce. Most of the existing researches are focus on the impact of corporate brand on consumer decision. But corporate brand is not only for consumers, but for other stakeholders too. The paper firstly proposes a nine-dimensional structure of corporate brand from a stakeholder perspective. Then, the research develops and validates a set of corporate brand scales (CBS) through questionnaire design, data collection, scales purification, reliability analysis, and validity analysis. Compared with previous scales, CBS is more comprehensive and stable, suggesting it paves the way for further empirical researches on the overall corporate level.