Comparative analysis of corporate reputation measurement methods

This paper analyzes corporate reputation measurement methods. Comparative analysis of corporate reputation measurement methods indicates three trends of measurement methods: social expectations, corporate personality and trust. Most common trend of corporate reputation measurement is based on social expectations of stakeholder groups towards the organization. However, research results demonstrate that there is no method of corporate reputation measurement providing comprehensive understanding of corporate reputation measurement indicators. Due to this there is a need to determine corporate reputation measurement indicators in consideration of the most important stakeholder groupsMarketingo katedraVytauto Didžiojo universiteta