To examine the factors influencing corporate reputation and corporate reputation management in Thailand and to develop and test the relationship of the factors influencing corporate reputation model and the reputation capital model of corporate reputation. In the first part, the qualitative, the findings revealed that the important factor influencing corporate reputation management in Thailand was the Monarchy Support. These functions appear significant factors influencing corporate reputation management in Thailand only. In the second part, the quantitative research was conducted to develop and test the relationship of the measurement model and the result model of corporate reputation. The sample consisted of 327 respondents are employees and 600 are customers. The questionnaire alpha coefficients ranged from 0.83-0.92. Descriptive statistics were analyzed by SPSS for Windows while confirmatory and factor analysis and structural equation model were analyzed by LISREL. The results were as follows: The developed model fitted the empirical data by χ2 = 2015.70; df = 774; p-value = 0.00; RMSEA = 0.05; CFI = 0.99; GFI = 0.91, SRMR = 0.04. In the factors influencing corporate reputation and corporate reputation management model, the two-way symmetrical communication best describes corporate reputation at 76%. Trust, Issue and crisis management describe corporate reputation at 73%. On the other hand, the corporate reputation describes corporate reputation capital at 14%. However, the findings from testing for invariance of the causal model across the employees and customers revealed that not all coefficients are equivalent across the two groups. The employees are more concerned with corporate reputation to determining corporate reputation capital than customers. Therefore the corporate reputation management in Thailand must be concerned to create the good feeling with their stakeholder. Managing the reputation must be covered insight and out sight targets audience. Moreover the corporate should be operating with monarchy support.
