ABSTRACT

Good corporate reputation is very important because of its potential for value creation and intangible characteristics which make replication by other firms more difficult. The concept of corporate reputation has gained widespread attention throughout the world because it is believed that a company’s reputation, as experienced by various stakeholders, will ultimately influence commercial opportunities, sales, and profit and non-commercial (consumer trust, loyalty) outcomes. Corporate reputation can be a key contributor to an organization’s success and it can just as easily be a contributing factor to an organization’s failure. It is one of the most important intangible assets for maintaining and enhancing firms’ competitiveness in the global marketplace. Corporate reputation encompasses the feelings of individuals toward a company, plays an important role in the growth of share value and also supports the company’s ability to attract qualified staff. The aim of this paper is to evaluate and compare the corporate reputation in automotive industry.