SOME IMPORTANTS DEFINITIONS AND MESUREMENT METHODS OF CORPORATE REPUTATION

Abstract

Reputation is one of the most important intangible corporate active. In the literature we can find different definitions and methods of measurement for reputation. In this paper we will emphasize some of them. We will see how increased the importance of reputation in the last years. We will see how important this asset is for the company and how a positive reputation determines the competitive advantage for the company.

Keywords

• corporate reputation
• reputation measurement
• competitive advantage