Reputation und Unternehmenserfolg

About 30 years ago the first scientific papers were published that address the construct of corporate reputation from the perspective of management science. This article aims at providing a comprehensive review of the state-of-the-art of corporate reputation research. First, we discuss conceptualizations and operationalizations of this intangible asset. Second, we review studies which examine the relationship between corporate reputation and stakeholder behavior respectively firm performance. We find that a superior corporate reputation influences the behavior of stakeholders favorably and thus has a positive impact on the (financial) success of the firm. Finally, we present some hints for future research.