Conceptualisation of Corporate Reputation. New approach and proposal
DOI:
https://doi.org/10.24137/raeic.4.7.13Keywords:
corporate reputation, reputation concept, reputational managementAbstract
Corporate reputation has reached along last decade a prominence place that has driven it to be deeply studied both from the academic and professional fields. Regarding its definition, there are different approaches from the communication and business spheres. Assuming as starting-point that corporate reputation concept needs a clarification and a definition that explain better the current business management, the study analyses the theories presented in the last 30 years in Europe and America, comparing them and defining the elements that configures the concept of corporate reputation in order to propose a consensus definition of it.
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