Corporate Reputation

Reputation has become an essential strategic asset for companies. Businesses that enjoy a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees, while stakeholders of such companies demonstrate higher levels of satisfaction and loyalty toward the company's products and brands. Currently, corporate reputation is one of the most popular nonfinancial indicators used by organizations in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation, and invites the reader to join the journey of discovery. When reputation first appeared as a concept, it brought about promises and hopes, but was found to have feet of clay, as it was lacking in sufficient theoretical and methodological foundation. Now, the vague idea of reputation is acquiring a scientific form thanks to the development of measurement tools and models that lay a foundation for the long sought-after means of managing reputation.

About the Authors

Enrique Carreras is a professor at the Faculty of Economics and Business at the CEU San Pablo University in Madrid. He has extensive research experience and currently specializes in causal models for measurement tools to evaluate intangible assets such as customer satisfaction and corporate reputation.

Ana Carreras holds a PhD in Economics and Business Studies and leads several research projects on satisfaction, customer loyalty and corporate reputation at the CEU San Pablo University (Spain). She is also a project director at MQ Medición de Calidad SL., where she is responsible for the creation, development and implementation of different indices, such as the LO.CAL index and the Professional Reputation index.

Angel Alloza, CEO, Corporate Excellence - Centre for Reputation Leadership. Angel obtained his BA in Psychology from the Complutense University of Madrid and holds a Master's degree in Communication from the Jaume I University (Spain). Ángel has extensive experience in market research and strategic planning and was responsible for BBVA's global communication strategy, brand, reputation and monitoring of relevant indicators. Ángel currently lectures at high-profile universities and business schools in Europe and the US.