Nueva propuesta de evaluación de la Reputación Corporativa: Indicador de Desempeño Reputacional
Based on the concept of reputation by consensus previously proposed by the author in earlier research, this study conducts a comparative analysis of the most recognised methodologies in existence today for assessing corporate reputation, both in the academic as well as profession...
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| Format: | Article |
| Language: | English |
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Universidad CEU San Pablo
2020-06-01
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| Series: | Doxa Comunicación |
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| Online Access: | https://repositorioinstitucional.ceu.es/bitstream/10637/10842/1/es_m8_stamped.pdf |
| Summary: | Based on the concept of reputation by consensus previously proposed by the author in earlier research, this study conducts a comparative analysis of the most recognised methodologies in existence today for assessing corporate reputation, both in the academic as well as professional fields (reputation ranking). Moreover, this study allows for the identification of different theoretical approaches, their features, and the concepts related to reputation underlying the methodologies. Once all of the methods are compared, they are subsequently classified and analysed objectively. This research concludes that the proposal of a methodology for assessing corporate reputation through performance indicators is in line with the concept of reputation by consensus, and the objective is for it to become a valid, accepted methodology for reputation assessment. |
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| ISSN: | 1696-019X 2386-3978 |