The Concept of Corporate Reputation Assessment Model—The Stock Market Investors Perspective

The growing importance of reputation in building enterprise value and achieving long-term competitive advantage creates the need for its measurement and evaluation for the management purposes. The paper presents a proposal for corporate reputation assessment model. Due to the complexity and multifaceted category of corporate reputation, we first have focused on the assessment from the view point of stock market investors, which, because of its range, can be considered as a good basis for further research and improvements. In the proposed concept three aspects have been considered—informational, financial, and development, as well as social ones. It was also assumed, that the individual sub-criteria will be based on public sources of information, and as the calculation engine, capable of obtaining synthetic final assessment, there will be used fuzzy logic. The main reason for developing this model was to fulfill the gap in the scope of synthetic measure of corporate reputation, that would provide the higher degree of objectivity by relying on “hard” (not from surveys) and easily available data.