Abstract
The last decades have observed an escalating growth of research on corporate reputation because of its importance as a source of competitive advantage. Service industries rely on corporate reputation to differentiate themselves from competitors, and to send different signals to multiple stakeholders about their performance. Nevertheless reputation in the hotel industry can be damaged easily because of the intangibility and the simultaneous production and consumption of provided services. The current article provides a review on the different dimensions used to measure corporate reputation, also it summarizes the different theories that is used to explain the reputation phenomenon. Finally, it spots the light on some concepts that are different from reputation, however used interchangeably by researchers in many contexts.