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<p>Survey-based research has established itself as the standard approach for measuring overall reputation. However, when measuring individual reputation dimensions, a halo effect might occur, as respondents may have difficulty differentiating between specific aspects of reputation. This halo effect may threaten the assessment of specific reputational strengths and weaknesses and complicate reputation management in practice. The prevalence of the halo effect and the relative susceptibility of different measurement methods to halo distortion remain insufficiently understood. This study compares two methods in a sample of 10 large German companies: a corporate reputation survey (<i>N</i> = 8,000) and social listening (an automated analysis of assertions in online news and social media; <i>N</i> = 213,000 statements). These datasets were analyzed using correlation analysis, factor analysis, and regression analysis. The findings indicate that methodological choices influence the strength of a halo effect and, thus, the perceived structure of reputation. Reputation surveys provide an overall impression but are susceptible to halo bias. Social listening facilitates a more granular, dimension-specific reputation analysis and therefore is a valuable tool for identifying specific areas for improvement in reputation management.</p>

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Examining the Halo Effect in Corporate Reputation Measurement: A Comparative Analysis of Survey and Social Listening Approaches

  • 期刊论文

  • 发表日期：

    2026年7月10日

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  • Jörg Forthmann,
  • Kiki Hannink,
  • Menno D. T. de Jong,
  • Sikke R. Jansma

摘要

Survey-based research has established itself as the standard approach for measuring overall reputation. However, when measuring individual reputation dimensions, a halo effect might occur, as respondents may have difficulty differentiating between specific aspects of reputation. This halo effect may threaten the assessment of specific reputational strengths and weaknesses and complicate reputation management in practice. The prevalence of the halo effect and the relative susceptibility of different measurement methods to halo distortion remain insufficiently understood. This study compares two methods in a sample of 10 large German companies: a corporate reputation survey (N = 8,000) and social listening (an automated analysis of assertions in online news and social media; N = 213,000 statements). These datasets were analyzed using correlation analysis, factor analysis, and regression analysis. The findings indicate that methodological choices influence the strength of a halo effect and, thus, the perceived structure of reputation. Reputation surveys provide an overall impression but are susceptible to halo bias. Social listening facilitates a more granular, dimension-specific reputation analysis and therefore is a valuable tool for identifying specific areas for improvement in reputation management.