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Riding a Tiger without Being Eaten - RePub - Erasmus Universiteit ...

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174<br />

A six-point Likert-type scale was used for all questions. We used a scale with an even<br />

number of response categories to force respondents to express their true opinion.<br />

We also included a ‘don’t know’ category in each scale. Both of these practices can<br />

reduce the risk that respondents choose the midpoint of the scale when they have<br />

no clear idea about some of the aspects they are questioned about (Graeff, 2002). All<br />

measures are displayed in Table 3.1, ordered by the construct that they are intended<br />

to measure as well as by the time frames that they refer to (i.e. Format I, II, or III).<br />

The measures refer to perceptions of specific characteristics and behaviours of the<br />

CEO, rather than overall, abstract perceptions such as trustworthiness or attitude.<br />

While such overall measures are commonly used in measures of reputation (see<br />

Chapter 1.4), perceptions by audiences with higher levels of involvement and expertise<br />

generally are more detailed and complex (Van Riel & Fombrun, 2007). Because<br />

analysts can be expected to have a relatively high degree of involvement with, and<br />

expertise in, the companies that they are following, we measured perceptions of<br />

specific attributes.

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