Abstract
Purpose Researchers developed multiple measures to assess media reputation, which is believed to be a driving force of corporate reputation. This study compared six measures that were used to measure seven attributes of media reputation. Design/methodology/approach This study conducted the content analysis of 2,817 news articles from both elite newspapers and local newspapers about nine big food corporations. Six measures were used to measure the media reputations of these corporations. Paired samples t-test was used to examine whether these measures are significantly different from each other. Findings Significant differences between measures of media reputation were found in seven attributes for elite and local newspapers. Using different news samples, elite newspapers vs. local newspapers, would also lead to significantly different assessments of media reputation in seven attributes. Originality/value No published research examines whether these measures are significantly different when they are used to measure multiple attributes of media reputation. The findings suggest that the six measures of media reputation cannot substitute one another. Researchers should provide rationales when they use any of them to measure the attributes of media reputation.
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