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Corporate Reputation by Ana Carreras, Enrique Carreras, Ángel Alloza

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03

What do we Understand by Corporate Reputation Today?

At the beginning of the century, Steven Wartick (2002) put together a comprehensive overview of the contemporary research situation in the area of corporate reputation. He identified three important shortcomings:

a) A lack of consensus on the definition of the term. A proliferation of studies without a clear research purpose created conceptual ambiguity that was hard to accept. Synonymies — or similarities of meaning — existed alongside polysemies or ambiguities. In the case of synonymy, meanings of different terms converged, such as the corporate image definitions suggested by Bromley in 1993, “a summary of the impressions or perceptions held by external stakeholders”[1] and that of corporate ...

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