METHODOLOGICAL APPROACHES TO ASSESSING CORPORATE REPUTATION AND ECONOMIC SECURITY OF ENTERPRISES

Abstract

This article systematizes methodological approaches to assessing the economic security of enterprises and their corporate reputation, treating reputation as a multidimensional, stakeholder-oriented intangible asset that shapes performance, consumer behavior, and competitive positioning. The aim of the article is to synthesize core approaches and conceptual foundations of reputation assessment and to organize practical methods and limitations into a coherent, decision-useful framework. Methodologically, the study integrates stakeholder-centered perspectives with quantitative and qualitative indicators, multidisciplinary lenses (management, marketing, social psychology), and sensitivity to the dynamic, evolving character of reputation. It summarizes sector-specific contingencies and consolidates principal methods - reputation indices and rankings, stakeholder surveys and interviews, media and content analysis (including sentiment and thematic analysis), social-media and digital analytics, reputation audits, and economic-impact analysis - highlighting their complementary roles in benchmarking, real-time monitoring, internal diagnostics, and financial linkage. The main results include a structured conceptual basis for reputation evaluation; a systematization of theoretical frameworks (stakeholder theory, resource-based view, social identity theory, signaling theory) and their instruments; and a synthesis of key challenges such as subjectivity and bias, data quality and availability, the dynamic and context-specific nature of reputation, and the integration of digital with traditional metrics. The conclusion underscores the need for adaptive, context-dependent methodologies that triangulate multiple data sources, employ longitudinal and event-based designs, and leverage real-time analytics to capture inflection points. The perspectives emphasize continuous refinement to integrate ESG considerations, tailor indicators to industry conditions, and apply advanced diagnostics for early-warning detection - thereby enabling organizations to sustain and enhance reputational capital in an interconnected environment.