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This study examines competing measurement models of the Fortune reputation data and argues that, for research purposes, its usefullness is limited to measuring the extent to which a firm is perceived as striving for financial goals. The generalizability of this conclusion is evaluated and past research studies purporting to have measured other constructs ( e.g., social responsibility, quality, stakeholder orientation ) are revisited.
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Fryxell et al. (1994) studied this question.
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