Test on Corporate Image, Reputation, and Social Judgments

Question 1: The 'Company as a person' projective technique is primarily used for assessing an organization when the psychological distance is short and elaboration is high.

A. Ano

B. Ne

Explanation: The 'Company as a person' technique is a projective method, which is used when psychological distance is long and elaboration is low. Cognitive mapping methods are used when psychological distance is short and elaboration is high.

Question 2: According to the study materials, the Laddering method is a technique primarily used for which of the following?

A. When psychological distance is short and elaboration is high.

B. When psychological distance is long and elaboration is low.

C. When respondents sort up to 80 companies into subsets.

D. When measuring the total image using faces as archetypal codes.

Explanation: The study materials state that 'Cognitive Mapping' is used 'when psychological distance is short and elaboration is high.' Laddering is listed as a method under Cognitive Mapping. The other options describe Projective Methods (long distance, low elaboration) or specific techniques like the Natural Grouping Method or Photosort FHV/BBDO, which are not characteristic of Laddering as described in the provided text.

Question 3: Sociopolitical legitimacy is primarily determined by whether a company is typical of its industry.

A. Ano

B. Ne

Explanation: Sociopolitical legitimacy is benchmarked against norms and values, focusing on whether a company's actions are socially acceptable, agreeable with business practices, contribute positively to society, and follow best management practices. Being 'typical of its industry' relates to cognitive legitimacy.

Question 4: Cognitive legitimacy assesses if an organization is typical of its industry, based on recognizable structural features.

A. Ano

B. Ne

Explanation: Cognitive legitimacy is defined by questions like 'Is this a typical company in this industry?' and is 'Based on recognizable structural features.' Scale items for cognitive legitimacy include 'Typical of its industry' and 'Typical company operating in this industry'.

Question 5: According to the study materials, which of the following accurately describes a key aspect of an organization's reputation?

A. It is primarily a measure of the company's relative social rank within a hierarchy.

B. It is stakeholders' evaluative judgment based on past actions and expected future behavior.

C. It is focused on homogenizing perceptions of the company across the industry.

D. It is based solely on whether the company is typical of its industry and follows normal practices.

Explanation: The study materials define reputation as "Stakeholders ʼ evaluative judgment based on past actions and expected future behavior." It is also described as "A perceptual representation of a company ʼ s past actions and future prospects…" The other options describe status (relative social rank), legitimacy (homogenizing/fit with norms), or cognitive legitimacy (typical/normal for industry).