A taxonomic model and measurement instrument for corporate reputation: a text mining-based perspective

Abstract Despite its strategic relevance, Corporate Reputation (CR) faces challenges in both consensual conceptualization and systematic operationalization, hindering comparative analysis and evidence-based management. While literature has advanced via perceptual scales and objective proxies, a critical gap persists in leveraging scientific textual corpora to derive comprehensive models. A complementary conceptualization and operationalization of CR is proposed, applying text mining and natural language processing techniques to analyze 978 scientific abstracts. A five-dimensional taxonomic model and a 27-item instrument were developed, with content validity assessed by experts in the field. The findings offer a more structured and reproducible understanding of CR, facilitating its management across various organizational contexts. The study advances the conceptual framework of CR and provides researchers and managers with practical tools for assessment and enhancement.