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The corporate reputation of television companies in Guayaquil: Comparative study of RTS and Ecuavisa

Abstract:

The reputation is the intangible asset of greater value in the management of an organization. Clients, managers, workers and shareholders of any company make an assessment of it based on their emotions and perceptions and this assessment is the reputation, the same that influences the decision making regarding that company. This research proposes a model to measure the corporate reputation of television companies. For this, an extensive analysis of the most relevant methodologies used to measure corporate reputation was carried out. From this analysis, the dimensions and attributes that would give form to the proposed new model were defined. It is interesting to note that there is no specific methodology that applies to the television media sector.