Corporate Reputation: The Scientific Evidence Behind Corporate Reputation Management

Reputation is a strategic asset for companies. Businesses with a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees. At the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands. Currently, corporate reputation is one of the two most popular non-financial indicators used by organisations, both in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation. We welcome the reader to join the adventurous path towards a good reputation. Here, adventure should be understood in the broad sense of the word – our journey has quite a few surprises in store for us. Appearance of reputation as a concept brought about promises and hopes, it was viewed as a solution capable of reconciling the interests of different stakeholders, making the whole organization stronger. However, the giant turned out to have the feet of clay, lacking sufficient theoretical and methodological foundation. However, when we step on the terra incognita of corporate intangibles, we will understand that the vague idea of reputation is gradually acquiring scientific form via development of measurement tools and models that lay the foundation for the long sought-for technology of reputation management.

Enrique Carreras, profesor de la Facultad de Económicas y Empresariales de la Universidad CEU San Pablo, tiene una amplia experiencia en investigación científica. En la actualidad trabaja sobre los modelos causales que subyacen a las métricas de los intangibles de valor, como la satisfacción de los clientes y la reputación corporativa.

Ana Carreras es doctora en Ciencias Económicas y Empresariales por la Universidad CEU San Pablo y personal investigador en la misma universidad en proyectos sobre satisfacción, fidelización de cliente y reputación corporativa. Directora de proyectos de MQ Medición de Calidad SL., trabaja en la creación, construcción e implantación de diferentes índices como el LO.CAL y el Índice de Reputación Profesional.

Es director de Estrategia y Evaluación del área global de Comunicación y Marca del Grupo BBVA y, consejero del Consejo Estatal de Responsabilidad Social de la Empresas, miembro fundador del Foro de Reputación Corporativa y profesor de ESADE y de IE Business School.