University of Twente Student Theses
Examining the halo effect in reputation measurement: comparative analysis of survey- and social listening-based data
Hannink, K. (2025) Examining the halo effect in reputation measurement: comparative analysis of survey- and social listening-based data.
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| Abstract: | Purpose: Corporate reputation is a critical asset influencing consumer trust, stakeholder relationships, and competitive advantage. Measuring reputation is complex due to the halo effect, where an overall impression distorts evaluations of individual attributes. This study examines how the halo effect impacts corporate reputation assessments across two measurement approaches: survey-based research and social listening-based analysis. Method: A comparative analysis of secondary data from ten large German companies was conducted using structured surveys and social listening tools. Correlation and regression analyses assessed interdimensional relationships and the prominence of specific reputation dimensions. Results: Survey-based reputation assessments showed higher interdimensional correlations, indicating greater susceptibility to the halo effect. Respondents tended to evaluate dimensions based on general impressions rather than distinct attributes. Conversely, social listening-based assessments exhibited lower correlations, suggesting a more independent evaluation of reputation dimensions. Regression analyses revealed varying importance levels of different reputation dimensions, with products and services being especially influential. Conclusion: These findings highlight key methodological differences in reputation measurement. Survey-based methods, while useful for broad reputation assessments, are more prone to halo effects. Social listening provides a more independent and analytical evaluation, making it a more effective tool for reputation management by identifying specific areas for improvement. |
| Item Type: | Essay (Master) |
| Clients: | IMWF Institute for Management and Economic Research, Hamburg, Germany |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/106004 |
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