평판자본의 개념 및 구성에 관한 소고 = Reviews on the Concept and Constructs of Reputation Capital

국문 초록 (Abstract)

본 연구는 무형자산에 대한 사회적 관심 속에서 주목받고 있는 평판자본의 개념과 그 구성요소에 대해 기존 논의를 바탕으로 새로운 관점을 제시하고자 한다. 평판자본의 구성요소인 브랜드 자산과 사회적 자본에 대한 개념적 이해와 그 타당성에 대한 논의를 목적으로 하고 있다. 평판자본은 평판이 창출하는 가치에 초점을 둔 개념으로서 특정 조직의 브랜드 자산과 이해관계자와의 관계를 기반으로 형성된 사회적자본의 결합으로 볼 수 있다. 새롭게 제시된 평판자본의 구조를 학문적으로 이해하고 실무적으로 적용하도록 하기 위해서 향후 브랜드 자산과 사회적 자본의 개념을 보다 구체적으로 검토하고, 그 측정기준과 지표를 표준화하기 위한 노력이 필요하다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to attempt to redefine the concept and constructs of the reputation capital that is in the spotlight as an intangible asset. Current literature has provided a springboard for useful discussion to enhance the conceptual understanding and validity of the brand equity and social capital that are the essential components of the reputation capital. The reputation capital is focused on the current and future capability for value creation through building up the stakeholders` recognition and judgment toward specific organization. This study offers a new conceptual model to explain the reputation capital as the combination of the brand equity on certain organization and the social capital based on the relationships between the organization and stakeholders. In an attempt to advance its academic understanding and practical recommendations about the construct of the reputation capital, future research should try to standardize the indicators and measurement tools with systematic review and analysis on the brand equity and social capital.

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