Reputation is what you do or what you say and what others say about you. (Institute of Public Relations, 1997)
Reputation is the opinion held of an organization – it depends on how an organization is seen to behave. It’s an intangible asset but worth a fortune. (Jefkins, 1987)
A corporate reputation is a set of attributes ascribed to a firm, inferred from the firm’s past actions. (Weigelt and Camerer, 1988)