Pomiar postrzeganej przez inwestorów reputacji przedsiębiorstwa
Measurement of Corporate Reputation as Perceived by Investors

Summary/Abstract: The article tackles the subject of corporate reputation as a variable affecting investor’s decision-making process. The aim of this article is to determine possibilities to measure corporate reputation as defined above. On the basis of literature analyses, current methods of measurement were identified. Then we analysed possibilities of their applications and their suitability to determine the level of corporate reputation hold by investors. The study shows that investors do not always behave according to the theories of finance and theories based on psychology. Therefore, in the context of research into the factors shaping actual decisions of investors, issues of practical measurement of corporate reputation may be particularly important.

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