Mapeamento sistemático de reputação corporativa no Brasil: um estudo bibliométrico nos periódicos e congressos de contabilidade nos anos 2008 a 2018

Abstract

This study had to conduct a systematic mapping of publications in relation to the theme of corporate reputation, by means of a bibliometric survey in the Portal of Journals of the Coordination of Higher Education Personnel (CAPES) linked to the Ministry of Education (MEC), at the Accounting and Administration congresses, the National Association of Graduate Programs in Accounting (ANPCONT), the Meeting of the Association of Graduate Programs in Management (EnANPAD), at the congress of the University of São Paulo (USP) of Scientific Initiation in Accounting, in administration magazines Mackenzie (RAM), Contemporary administration magazine (RAC), Brazilian Business Review (BBR), Contemporary Accounting Magazine (RCC), Accounting and Organizations Magazine (RCO), Universe accounting Magazine (RUC), Accounting, Management and Governance (CGG) between the years 2008 and 2018. The main objective of the study was to measure the profile of scientific production and the evolution of the theme of corporate reputation in articles published a sample of the congresses: ANPCONT, EnANPAD and USP and in the journals national in the areas of Accounting, Administration and Economics, with Qualis between A1 and B2 in the period between 2008 and 2018, demonstrating the importance and emergence of the theme related to corporate reputation and their respective conceptual synonyms, is corporate image and corporate identity. From the nature of this research, it should be noted that it can be categorized as quantitative because it appreciates the largest amount of relevant information about corporate reputation, especially in the context of business performance. In the systematic literature review in the databases, initially, 825 studies with the proposed theme were found; among these, 790 studies were excluded according to the established exclusion criteria. After application of the eligibility criteria, only 35 studies remained. The results showed, mainly, that the companies with a better reputation presented superior business performance, also evidencing that this can be a competitive advantage, considered an intangible asset, a valuable and specific resource of each company.