Review – Measuring the Reputation of Companies and Industries Using the Example of Horticulture

Abstract Reputation is an important strategic resource. The aim of this work is to develop a structural model to measure reputation specific to horticulture. Based on a literature analysis, the terms image, identity and reputation are first defined before compiling a basis of knowledge relating to reputation measurement approaches from different fields (e.g., companies, industries). The measurement of “reputation” requires indicators whose epistemic relations (formative vs. reflective) need to be analyzed in order to avoid misspecification. Indicators were established from different research approaches, combined in a “multiple indicators and multiple causes” (MIMIC) model and supplemented through the influence of moderating variables.