Corporate reputation research: Current insights and future directions
Main Article Content
Abstract
Purpose - This paper aims to systematize research trends on corporate reputation, identify key topics, research gaps, and future development directions.
Design/methodology/approach – The study uses bibliometric analysis based on Scopus data from 2016–2026 with 700 publications, combining techniques such as keyword analysis, co-citations, and international collaboration mapping.
Findings - The results revealed research lines revolving around four main axes: corporate strategy, finance and commerce, stakeholder behavior, and social responsibility. Simultaneously, the role of stakeholders is becoming increasingly important as reputation is a product of multi-dimensional interactions within the digital ecosystem.
Originality/value - The study points out several limitations and gaps that need to be further explored, including: (1) a mismatch in research context; (2) reputation measurement methods still heavily rely on traditional surveys; (3) new topics have not been fully integrated into the research framework on corporate reputation, despite their increasing influence in practice.
Practical implications - These findings help guide future research and support managers in building sustainable reputation strategies, including: (1) strengthening contextual research, (2) innovating research methods through the combination of traditional and digital data, and (3) expanding the scope of research to new areas that more fully reflect the role of reputation in the digital economy.
Keywords
Bibliometric analysis; Corporate governance; Corporate reputation; Digital transformation
Article Details
Field of Economic (JEL Codes)
M00 - General - General, M10 - General - M14 - Corporate Culture • Diversity • Social Responsibility - Business Administration
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