The strategic use of perceptual maps in corporate reputation analysis

Abstract

Corporate reputation is a cognitive representation of a company’s actions and results that crystallizes the firm’s ability to deliver valued outcomes to its stakeholders (FOMBRUN, GARDBERG and BARNETT, 2000). The importance of this concept is growing and the international scientific community and organizations are interested in the development of this important research field (BERRY (2000); DAVIES (2002)). The objective of this project is to provide an instrumental form of strategic decision to managers, proposing and testing empirically the application of perceptual maps as important tools to compare perceptions about corporate reputation and its attributes.