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Uma nova abordagem para mensurar a reputação corporativa

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  • Feldman, Percy Marquina
  • Bahamonde, Rolando Arellano
  • Bellido, Isabelle Velasquez

Abstract

This study describes the concept of corporate reputation and reviews some of the major points that exist when it comes to measuring it. It thus suggests a new index for measurement and its advantages and disadvantages are pointed out. The consistency of the seven key variables for the collecting indicator is described by the results of a factor analysis and correlations. Finally, the indicator is put to test by gathering the perception of corporate reputation of 1500 individuals for 69 companies belonging to 15 different industrial sectors, in Peru. The results indicate that the proposed index variables are not necessarily of greatest interest to the study sample in which companies have a better performance. Also greater memorial companies aren’t necessarily those that enjoy a greater corporate reputation. Managerial implications for the organizations in the process of managing and monitoring the dimensions involved of this key asset are also referenced.

Suggested Citation

  • Feldman, Percy Marquina & Bahamonde, Rolando Arellano & Bellido, Isabelle Velasquez, 2014. "Uma nova abordagem para mensurar a reputação corporativa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(1), January.
    • Handle: RePEc:fgv:eaerae:v:54:y:2014:i:1:a:20893
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    References listed on IDEAS

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    1. Janis Forman & Paul A Argenti, 2005. "How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study," Corporate Reputation Review, Palgrave Macmillan, vol. 8(3), pages 245-264, October.
    2. Pursey P. M. A. R. Heugens & Cees B. M. Van Riel & Frans A. J. Van Den Bosch, 2004. "Reputation Management Capabilities as Decision Rules," Journal of Management Studies, Wiley Blackwell, vol. 41(8), pages 1349-1377, December.
    3. David L. Deephouse & Suzanne M. Carter, 2005. "An Examination of Differences Between Organizational Legitimacy and Organizational Reputation," Journal of Management Studies, Wiley Blackwell, vol. 42(2), pages 329-360, March.
    4. Martin, Graeme & Beaumont, Phillip & Doig, Rosalind & Pate, Judy, 2005. "Branding:: A New Performance Discourse for HR?," European Management Journal, Elsevier, vol. 23(1), pages 76-88, February.
    5. Gary Davies & Rosa Chun & Michael A. Kamins, 2010. "Reputation gaps and the performance of service organizations," Strategic Management Journal, Wiley Blackwell, vol. 31(5), pages 530-546, May.
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