ОЦІНКА ВПЛИВУ КОРПОРАТИВНОЇ РЕПУТАЦІЇ НА КОНКУРЕНТОСПРОМОЖНІСТЬ ПІДПРИЄМСТВА

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The article presents the conceptualization of corporate reputation and its connection with related concepts of corporate identity and image. According to our research, the reputation is the result of established long-term collective judgments of stakeholders about the company, formed on the basis of its unique characteristics in order to ensure the competitiveness of the enterprise. The purpose of the present research is to develop an analysis of the relationship between competitiveness and corporate reputation on the example of a brewing company in Ukraine. The empirical component of the study is the analysis of the relationship between corporate reputation, according to the national rating on corporate reputation management, and enterprise competitiveness on the example of one of the leading companies in the Ukrainian brewing industry — Carlsberg Ukraine, which belongs to the Danish brewing group - Carlsberg Group. The assessment of the impact of corporate reputation rating on the competitiveness of enterprises was determined on the basis of the author's models of correlation-regression relationship. And for the analysis of reputation, the data of the Ukrainian national rating on quality of management of corporate reputation “Reputational Activists” were used. The results of the analysis allowed us to check the level of autocorrelation, determined using the Darbin-Watson test, which shows that autocorrelation is quite moderate. The pairwise correlation coefficient indicates an insufficiently close relationship between corporate reputation and enterprise competitiveness. According to calculations, the dynamics of the company's competitiveness can be explained by the dynamics of corporate reputation by 24.86%. Such results are evidence that corporate identity and corporate reputation have significant reserves of theoretical and practical nature of development and improvement to influence the efficiency and competitiveness of enterprises and products.