Corporate Reputation Measurement Based on Employee Perspective

Abstract

In this paper, a reputation measurement scale developed by Daniel M. Cable and Mary E. Graham is used to measure corporate reputation from the perspective of employees through empirical investigation and exploratory factor analysis in the light of corporate employees’ perception of corporate reputation in Chinese environment. The conclusions are as follows: the six indicators that affect the reputation of the corporation are ranked as the products, the corporate construction, the corporate competitiveness, the corporate culture, construction of enterprise, the corporate appeal and the corporate finance according to the influence size. Through research, we can provide an effective measurement tool for employees to evaluate the reputation of the enterprise, so that managers can find problems at the corporate reputation in the enterprise employees, and targeted to develop the company’s strategic plan.