Current challenges facing the measurement of corporate reputation

Researchers agree that corporate reputation is one of the most valuable intangible assets owned by an organization (in the present study, the terms reputation and corporate reputation will be used interchangeably). Since the management of reputation inevitably requires that it can be measured, this research advances the main decision-making criteria and the challenges involved in choosing or developing a tool that measures corporate reputation. This document demonstrates that, just as there is no single criteria to define corporate reputation, there is likewise no single criteria for measuring it in the professional and academic fields. Also, through a systematic process of analysis examining previous investigations, this document shines a light on areas that still require future investigations and agreement.