Abstract:
Nowadays in the literature more and more often the growing importance of reputation in building
enterprise value and achieving long-term competitive advantage is emphasized, and corporate
reputation itself is considered as the most valuable intangible asset of strategic character. In turn, it
creates the need for its measurement and evaluation both for management and stakeholders purposes.
The paper presents practical application of originally-developed corporate reputation assessment
model from the viewpoint of stock market investors. Corporate reputation evaluation and in-depth
analysis possibilities were performed on the example of Polish banks listed on the Warsaw Stock
Exchange. In proposed solution there were three aspects of corporate reputation considered
(informational, financial and development, as well as social ones). It was also assumed, that the
individual sub-criteria are based on public sources of information, and as the calculation apparatus
fuzzy logic is used. Results obtained on the basis of proposed method give possibilities of various
internal as well as inter-branch comparisons and analysis of corporate reputation impact. Proposed
method can be also used in the process of reputation management and inspire further research in this
area.
