Nueva propuesta de evaluación de la Reputación Corporativa: Indicador de Desempeño Reputacional

Sonia Aránzazu Ferruz González

doi:10.31921/doxacom.n30a17

Authors

Sonia Aránzazu Ferruz González https://orcid.org/0000-0002-4238-5717

DOI:

https://doi.org/10.31921/doxacom.n30a17

Keywords:

Corporate reputation, reputation rankings, reputation performance indicator

Abstract

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 recognized 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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Author Biography

Sonia Aránzazu Ferruz González

PhD in Information Science from Complutense University of Madrid, Professor Ferruz combines her professional activity with her research and teaching endeavours, and also collaborates as an expert reviewer with several scientific journals. Her research has been published both in science journals as well as in books as individual chapters, and her results have been presented at national and international congresses. Her research focuses on two areas, which are the study of corporate reputation and its measurement, the role of communication as a source of female leadership.

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