Pilot analysis for the development and validation of a Brand Reputation measurement model.

Brand reputation is an intangible asset of growing managerial importance, and monitoring it is crucial for companies. According to the resource-based view, brand reputation can be measured through financial evaluations, surveys, interviews, and analysis of direct customer experiences. The present study is part of a theoretical strand that integrates cognitive and emotional elements in conceptualizing reputation according to a perception-based approach. The exploratory analysis aims to define a theoretical framework of the brand reputation construct, using a structured questionnaire to measure the relationships identified in the literature between authenticity, trust, and reputation. Furthermore, the direct impact on the brand's reputation of the authenticity outcomes identified in the literature, such as the quality of the relationship with the brand and the intention to recommend it, and the potential mediating role of the same, was examined. Finally, from a relational perspective, the impact of consumer personality traits on brand reputation was investigated. The final objective of the presented project is the measurement of the brand reputation with neuroscientific techniques. Preliminary results confirm the critical relationships of the model, justifying its future validation through neurometric analysis. The study introduces a new integrated approach to monitoring brand reputation, providing companies with actionable insights for reputation building in competitive contexts.