“…), which causes the ambiguity of the concepts of identity, image, reputation. (Chun, 2005;Barnet et al, 2006;Сornelissen et al, 2007;Walker, 2010;Clardy, 2012;Feldman et al, 2014). It also leads to a ambiguous understanding of the corporate reputation itself, since it can be considered as an awareness of the stakeholders, an asset and an assessment (Barnet et al, 2006;Lange et al, 2011;Jakab and Happ 2017).…”