doxa.comunicación | nº 30, pp. 331-349 | 331

January-June of 2020

ISSN: 1696-019X / e-ISSN: 2386-3978

Sonia 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 science journals. Her investigations have been published in science journals as well as in books as individual chapters, and the results have been presented at national and international congresses. Her research focuses on two areas, one of which is the study of corporate reputation and its measurement, and the other is the role of communication as a source of female leadership.

Comillas Pontifical University, Madrid, Spain

[email protected]

ORCID: 0000-0002-4238-5717

Abstract:

Based on the concept of reputation by consensus proposed by the author in previous research, this study conducts a comparative analysis of the most currently recognized methodologies 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 have been 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 aim is for it to become a valid, accepted methodology for reputation assessment.

Keywords:

Corporate reputation; reputation rankings; reputation performance indicator.

Resumen:

Partiendo del concepto de reputación de consenso propuesto por la autora en anteriores investigaciones, se realiza un análisis com-parativo de las metodologías existentes más reconocidas para eva-luar la reputación corporativa, tanto desde el ámbito académico como profesional (monitores de reputación), y se identifican los di-ferentes planteamientos teóricos, sus componentes y los conceptos de reputación subyacentes a las metodologías. Comparados todos los métodos, se procede a su clasificación y a su análisis crítico. El trabajo de investigación concluye con la propuesta de una meto-dología de evaluación de la reputación corporativa a través de in-dicadores de rendimiento que se ajusta al concepto de reputación de consenso, y que aspira a ser una metodología válida y aceptada para la evaluación de la reputación.

Palabras clave:

Reputación corporativa; monitores de reputación; indicador de desempeño reputacional.