Applying a non parametric methodology to the study of corporate reputation

This study applies nonparametric methodologies to the study of corporate reputation. The study examines the reputation of the five leading Israeli banks in the aftermath of a major crisis in the industry, and compares it with the reputation of the five major insurance firms in the country across seven reputation attributes which are then correlated with "hard" measures, including corporate performance. While promotional investment was identified as the major reputation determinant in both industries, performance and size were found to be major codeterminants in the banks, while age and growth were the major co-determinants among the insurance firms. A negative relationship has been identified between performance and prestige.