Global corporate reputation: a projective qualitative approach from a customer perspective

• Research objectives. The purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global corporate reputation from a customer's point of view. • Methodology. This research was based on the qualitative projective "Album on Line" technique. We used a sample of 12 French consumers distributed equally between affective and cognitive scenarios. An individual-difference multidimensional scaling approach (INDSCAL) was applied to display the overall semantic space among generated items. • Results. The exploratory AOL approach generated 62 items related to both cognitive and affective orientations characterizing online and offline corporate reputation. The results uncovered six semantic clusters for each scenario. All in all, seven new items could be added in the process of building a new global corporate reputation measurement scale by adding: avant-garde, singularity, exclusivity, savings, return policy, freeness, and speed. • Managerial/ societal implications. This research makes it possible to propose a new global corporate reputation measurement scale with sound psychometric properties. This scale will be adapted for click and mortars and pure players. This article unlocks future perspectives by suggesting a causal model that integrates global corporate reputation and its main antecedents and consequences. • Originality. This research outlines Album on Line, an original qualitative projective technique that can be employed to understand customers' thoughts, which are stocked as images.