Measuring Corporate Images
In this article, we describe key features and assess the strengths and weaknesses of six methods that can be used to measure corporate images. We explore those features in two empirical settings, and show that closed methods produce comparable, albeit relatively limited, results. In contrast, open methods generate qualitative results that are informative and rich in detail. We suggest that managers and researchers rely on open methods for exploratory analysis of corporate images and then use closed methods to verify corporate associations quantitatively. Ultimately, we suggest that the choice of method depends on a combination of theoretical and strategic considerations.