Ozerov S.L., Filina Yu.S., Zhusipova E.E. Reputational Capital and Company’s Reputational Capital Management

Sergey L. Ozerov
Plekhanov Russian University of Economics, Moscow, Russian Federation

Yulia S. Filina
Plekhanov Russian University of Economics, Moscow, Russian Federation

Elmira E. Zhusipova
Mukhtar Auezov South Kazakhstan University, Shymkent, Republic of Kazakhstan

Abstract. Currently, the number of firms in Russia is growing, consistently implementing a system of corporate standards to increase the level of trust of persons interested in the company by increasing the efficiency of the process of formation, development, and growth of the company’s reputational capital. The purpose of the article is to offer recommendations for determining the business reputation of a company. The following methods were used: graphical, tabular, economic, and analytical ones. The economic category of “reputational capital,” its influence on the activities of the enterprise, and its types, and characteristics were analyzed. The need to manage the “reputational capital” of the company was identified in order to increase its attractiveness to stakeholders of all levels. Methods for the assessment of the company’s reputational capital were suggested. It was determined that reputation is a diverse set of assessment representations of target audiences about the company. Reputation management is the strategic influence of all interested parties based on the characteristics of reputation agents by means of reputation management tools to adjust reputation
characteristics in the desired direction and achieve a new quality of the organization’s reputation, including the practical application, i.e., the identification of reputational benefit groups that relate to different areas of knowledge that can significantly affect customer behavior in terms of their opinions’ improvement about the company and its product. Determining a reputation rating helps identify any potential risk factors so that you know how protected the company is from or close to a crisis.
Key words: company’s reputational capital, reputation management, image, uncertainty, brand, branding, marketing.
Citation. Ozerov S.L., Filina Yu.S., Zhusipova E.E., 2024. Reputational Capital and Company’s Reputational Capital Management. Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 12, no. 1, pp. 127-139. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2024.1.13

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