Merco & RepTrak Pulse Qualitative comparison of attributes, variables and public

Abstract

This article locates the new meanings of Corporate Reputation and their implications in the exponential appearance of rankings and metrics of intangible assets management of the companies. After a theoretical and historical review of the monitors studied, Merco and Rep Track Pulse, it was made a qualitative comparison of both; comparing dimensions, attributes, methodologies, interest groups and results. The objective is to find the main pedagogical, heuristic and systematic differences (Nohlen, 2006). Each monitor studied finds its strengths in the other’s weaknesses and vice versa. It will be noted that Merco “does not make a diagnosis of the level of engagement of interest groups, but rather the degree to which the company fulfills the conditions for that commitment” (Carreras Et., al 2013, p.347). About RepTrak, “this is a rational scale that explains the emergence of rational attitudes, typical of populations with a certain level of experience or information”. (Carreras Et., al 2013, p.380)