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VALIDATION OF REPUTATION MEASUREMENT METHODS IN THE POST-SOVIET TERRITORY

stmm. 2021 (1): 82-105

DOI https://doi.org/10.15407/sociology2021.01.082

IVAN SOKOLOVSKYY, MA in Sociology, MA in Finance, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

sokolovskyy@gmail.com

https://orcid.org/0000-0002-0112-8466

DARIA POTAPOVA, BA in Sociology, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

potapovadaria131@gmail.com

https://orcid.org/0000-0002-0585-8044

PAVLO TIENIN, MA in Sociology, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

pawel.tenin@gmail.com

https://orcid.org/0000-0002-6404-119X

Different approaches to definition of “reputation” concept and its presence in different disciplines’ discourse result in development of large number of reputation measurement approaches. The closest approaches to the sociological understanding of reputation are the RQ (CRQ) and RepTrak™ ones. These approaches were developed by western authors and have not been validated in the post-Soviet territory yet. The paper reviewed the verification of RepTrak™ methodology’s reliability and validity, and analyzed the terminological differences between the types of validity used by the authors of the methodology and their semantic counterparts, traditional for sociology. It is noted in the article that the developers of the methodology did not offer a unified model of corporate reputation; validation was carried out separately for two reputation constructs. The first construct confirms the connection between the emotional component of reputation and articulated willingness to act, the second — between the emotional and cognitive components of reputation. Using empirical data collected in Ukraine, Russia and Kazakhstan, the authors of the article reproduced the procedures and approaches used by the methodology developers for confirmation of the methodology’s reliability and validity. To this end, authors of the article used confirmatory factor analysis and built structural models that fully correspond to the models used by the developers of the model. The authors of the article compare the parameters of the models and their criteria of fitting to the empirical data. As a result of a comparison done for each reputational construct a conclusion about the possibility of using the emotional reputation index in all three countries was done. It was concluded also that it is possible to use a complete original methodology for reputation research in Ukraine and Russia and it is required to modify it for Kazakhstan.

Full article: ukr | rus

Keywords: reputation; evaluation; structural models; economic sociology

References

  1. Ab. Hamid, M.R., Sami, W., Sidek, M.M. (2017). Discriminant Validity Assessment: Use of Fornell & Larcker criterion versus HTMT Criterion. https://doi.org/10.1088/1742-6596/890/1/012163
  2. Anderson, J.C., Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103 (3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
  3. Beliayeva, T.V., Shirokova, G.V., Gafforova, E.B. (2017). Firm performance during the economic crisis: the role of strategic orientations and financial capital. [In Russian]. Russian Management Journal, 2017, 15 (2), 131–162. https://doi.org/10.21638/11701/spbu18.2017.201 [= Беляева 2017]
  4. Campbell, D.T., Fiske, D.W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56 (2), 81–105. https://doi.org/10.1037/h0046016
  5. Carreras, E., Alloza, A., Carreras, A. (2013). Corporate Reputation. S.l.: LID Published Ltd.
  6. Carroll, C., Barnett, M., Chong, M., Deephouse, D., Einwiller, S., Gardberg, N., Olegario, R., Roush, C. (2016). The SAGE Encyclopedia of Corporate Reputation / 1st ed. S.l.: SAGE Publications, Inc.
  7. Dagayeva, Ye.A. (2008). Comparative analysis of the concepts of "image", "business reputation" and "brand". [In Russian]. Bulletin of the Taganrog Institute of Management and Economics, 1, 91–95. [= Дагаева 2008]
  8. Dembitskyi, S.S. (2008). Theoretical validity of the measurement procedure and bias in sociological research. [In Ukrainian]. Sociology: theory, methods, marketing, 3, 99–118. [= Дембіцький 2008]
  9. Dembitskyi, S.S. (2017). Complex measuring instruments in sociology. [In Russian]. Sociological Journal, 3, 102–124. [= Дембицкий 2017]
  10. Devinney, T., Coltman, T., Midgley, D., Venaik, S. (2008). Formative versus reflective measurement models: two applications of formative measurement. Journal of Business Research, 61, 1250–1262. https://doi.org/10.1016/j.jbusres.2008.01.013
  11. Fombrun, C., Ponzi, L., Newburry, W. (2015). Stakeholder tracking and analysis: the RepTrak™ system for measuring corporate reputation. Corporate Reputation Review, 18, 3–24. https://doi.org/10.1057/crr.2014.21
  12. Gordeeva, S.S. (2016). The essence and structure of social attitude in sociology and social psychology. [In Russian]. Perm University Bulletin. Philosophy. Psychology. Sociology, 3 (27), 135–140. [= Гордеева 2016]
  13. Gorin, S.V. (2007). Theoretical foundations of reputationology. [In Russian]. Creative economics, 1 (5), 89–96. [= Горин 2007]
  14. Gurevich, K.M. (Ed.) (1980). Psychodiagnostics and school: abstracts of the symposium. [In Russian]. Tallin: Academy of Sciences of the Estonian SSR. [= Гуревич 1980]
  15. Hanin, U.L. (1982) Adaptation of competitive personal trait anxiety scale. [In Russian]. Questions of psychology. 3, 136–141. [= Ханин 1982]
  16. Henseler, J., Ringle, C.M., Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  17. Li Minda (2017). The concepts of "Imagology" and "Imageology" in Russian and Chinese socio-humanitarian science. [In Russian]. Society: philosophy, history, culture, 8, 186–190. [= Ли 2017]
  18. Ponzi, L., Fombrun, C., Gardberg, N. (2011) RepTrak™ Pulse: conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14, 15–35. https://doi.org/10.1057/crr.2011.5
  19. Shirokova, G.V., Bogatyriova, K.A., Beliayeva, T.V. (2015). Entrepreneurial orientation of Russian firms: the role of the external environment. [In Russian]. Forsait, 2015, 3, 6–25. [= Широкова, 2015]
  20. Sokolovs'kyy, І, Bogoslovs'kyi, A. (2019). Reputation as one of the new categories of economic sociology. [In Ukrainian]. Social Sciences of the Suspension: Collection of Academic Works, 11 (22), 289–305. [= Соколовський 2019]
  21. Sviridenko, I.N., Sviridenko, E.O. (2014). Problems of translation and use of foreign tests in personnel assessment. [In Russian]. Electronic bulletin. Journal of the Faculty of Public Administration of Lomonosov Moscow State University, 45, 58–73. [= Свириденко 2014]
  22. Trochim W. (2020). Introduction to Validity. Research Methods Knowledge Base. Retrieved from: https://conjointly.com/kb/introduction-to-validity/
  23. Zhuleniova, O.V. (2017). Invariance as a criterion for determining the equivalence of data in sociological cross-national studies. [In Ukrainian]. Actual problems of philosophy and sociology, 16, 36–40. [= Жуленьова 2017]

Received 16.11.2020

VALIDATION OF REPUTATION MEASUREMENT METHODS IN THE POST-SOVIET TERRITORY

stmm. 2021 (1): 82-105

DOI https://doi.org/10.15407/sociology2021.01.082

IVAN SOKOLOVSKYY, MA in Sociology, MA in Finance, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

sokolovskyy@gmail.com

https://orcid.org/0000-0002-0112-8466

DARIA POTAPOVA, BA in Sociology, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

potapovadaria131@gmail.com

https://orcid.org/0000-0002-0585-8044

PAVLO TIENIN, MA in Sociology, Consultant at the Reputation Capital Group Company (29, Pavlivska St., Kyiv, 01135)

pawel.tenin@gmail.com

https://orcid.org/0000-0002-6404-119X

Different approaches to definition of “reputation” concept and its presence in different disciplines’ discourse result in development of large number of reputation measurement approaches. The closest approaches to the sociological understanding of reputation are the RQ (CRQ) and RepTrak™ ones. These approaches were developed by western authors and have not been validated in the post-Soviet territory yet. The paper reviewed the verification of RepTrak™ methodology’s reliability and validity, and analyzed the terminological differences between the types of validity used by the authors of the methodology and their semantic counterparts, traditional for sociology. It is noted in the article that the developers of the methodology did not offer a unified model of corporate reputation; validation was carried out separately for two reputation constructs. The first construct confirms the connection between the emotional component of reputation and articulated willingness to act, the second — between the emotional and cognitive components of reputation. Using empirical data collected in Ukraine, Russia and Kazakhstan, the authors of the article reproduced the procedures and approaches used by the methodology developers for confirmation of the methodology’s reliability and validity. To this end, authors of the article used confirmatory factor analysis and built structural models that fully correspond to the models used by the developers of the model. The authors of the article compare the parameters of the models and their criteria of fitting to the empirical data. As a result of a comparison done for each reputational construct a conclusion about the possibility of using the emotional reputation index in all three countries was done. It was concluded also that it is possible to use a complete original methodology for reputation research in Ukraine and Russia and it is required to modify it for Kazakhstan.

Full article: ukr | rus

Keywords: reputation; evaluation; structural models; economic sociology

References

  1. Ab. Hamid, M.R., Sami, W., Sidek, M.M. (2017). Discriminant Validity Assessment: Use of Fornell & Larcker criterion versus HTMT Criterion. https://doi.org/10.1088/1742-6596/890/1/012163
  2. Anderson, J.C., Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103 (3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
  3. Beliayeva, T.V., Shirokova, G.V., Gafforova, E.B. (2017). Firm performance during the economic crisis: the role of strategic orientations and financial capital. [In Russian]. Russian Management Journal, 2017, 15 (2), 131–162. https://doi.org/10.21638/11701/spbu18.2017.201 [= Беляева 2017]
  4. Campbell, D.T., Fiske, D.W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56 (2), 81–105. https://doi.org/10.1037/h0046016
  5. Carreras, E., Alloza, A., Carreras, A. (2013). Corporate Reputation. S.l.: LID Published Ltd.
  6. Carroll, C., Barnett, M., Chong, M., Deephouse, D., Einwiller, S., Gardberg, N., Olegario, R., Roush, C. (2016). The SAGE Encyclopedia of Corporate Reputation / 1st ed. S.l.: SAGE Publications, Inc.
  7. Dagayeva, Ye.A. (2008). Comparative analysis of the concepts of "image", "business reputation" and "brand". [In Russian]. Bulletin of the Taganrog Institute of Management and Economics, 1, 91–95. [= Дагаева 2008]
  8. Dembitskyi, S.S. (2008). Theoretical validity of the measurement procedure and bias in sociological research. [In Ukrainian]. Sociology: theory, methods, marketing, 3, 99–118. [= Дембіцький 2008]
  9. Dembitskyi, S.S. (2017). Complex measuring instruments in sociology. [In Russian]. Sociological Journal, 3, 102–124. [= Дембицкий 2017]
  10. Devinney, T., Coltman, T., Midgley, D., Venaik, S. (2008). Formative versus reflective measurement models: two applications of formative measurement. Journal of Business Research, 61, 1250–1262. https://doi.org/10.1016/j.jbusres.2008.01.013
  11. Fombrun, C., Ponzi, L., Newburry, W. (2015). Stakeholder tracking and analysis: the RepTrak™ system for measuring corporate reputation. Corporate Reputation Review, 18, 3–24. https://doi.org/10.1057/crr.2014.21
  12. Gordeeva, S.S. (2016). The essence and structure of social attitude in sociology and social psychology. [In Russian]. Perm University Bulletin. Philosophy. Psychology. Sociology, 3 (27), 135–140. [= Гордеева 2016]
  13. Gorin, S.V. (2007). Theoretical foundations of reputationology. [In Russian]. Creative economics, 1 (5), 89–96. [= Горин 2007]
  14. Gurevich, K.M. (Ed.) (1980). Psychodiagnostics and school: abstracts of the symposium. [In Russian]. Tallin: Academy of Sciences of the Estonian SSR. [= Гуревич 1980]
  15. Hanin, U.L. (1982) Adaptation of competitive personal trait anxiety scale. [In Russian]. Questions of psychology. 3, 136–141. [= Ханин 1982]
  16. Henseler, J., Ringle, C.M., Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  17. Li Minda (2017). The concepts of "Imagology" and "Imageology" in Russian and Chinese socio-humanitarian science. [In Russian]. Society: philosophy, history, culture, 8, 186–190. [= Ли 2017]
  18. Ponzi, L., Fombrun, C., Gardberg, N. (2011) RepTrak™ Pulse: conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14, 15–35. https://doi.org/10.1057/crr.2011.5
  19. Shirokova, G.V., Bogatyriova, K.A., Beliayeva, T.V. (2015). Entrepreneurial orientation of Russian firms: the role of the external environment. [In Russian]. Forsait, 2015, 3, 6–25. [= Широкова, 2015]
  20. Sokolovs'kyy, І, Bogoslovs'kyi, A. (2019). Reputation as one of the new categories of economic sociology. [In Ukrainian]. Social Sciences of the Suspension: Collection of Academic Works, 11 (22), 289–305. [= Соколовський 2019]
  21. Sviridenko, I.N., Sviridenko, E.O. (2014). Problems of translation and use of foreign tests in personnel assessment. [In Russian]. Electronic bulletin. Journal of the Faculty of Public Administration of Lomonosov Moscow State University, 45, 58–73. [= Свириденко 2014]
  22. Trochim W. (2020). Introduction to Validity. Research Methods Knowledge Base. Retrieved from: https://conjointly.com/kb/introduction-to-validity/
  23. Zhuleniova, O.V. (2017). Invariance as a criterion for determining the equivalence of data in sociological cross-national studies. [In Ukrainian]. Actual problems of philosophy and sociology, 16, 36–40. [= Жуленьова 2017]

Received 16.11.2020

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