Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands
The reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal obje...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-02-01
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| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/12/2/89 |
| _version_ | 1797395880299462656 |
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| author | František Pollák Peter Dorčák Peter Markovič |
| author_facet | František Pollák Peter Dorčák Peter Markovič |
| author_sort | František Pollák |
| collection | DOAJ |
| description | The reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal object for reputation management research, as through their brands they integrate tradition and addressability at the same time. The main aim of the paper is to discuss the issue of innovative approaches to the online reputation management. We performed an in-depth analysis of online reputation through an Advanced sentiment analysis on the significant sample of ten largest family-owned businesses in the world. Taking into account all relevant determinants of reputation such as Google as well as major social networks, namely Facebook, Twitter, YouTube, and LinkedIn. As there is a noticeable difference between the marketing communication of the parent company and the marketing communication of the brand owned by the company, the findings of the analyses will provide a better insight into the issue of sustainable brand development. By identify good practices, as well as highlighting weaknesses, our research has the ambition to contribute to the shift of knowledge in the field of reputation management. |
| first_indexed | 2024-03-09T00:42:11Z |
| format | Article |
| id | doaj.art-ec13872a20b746c788c115f72925afe3 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-09T00:42:11Z |
| publishDate | 2021-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-ec13872a20b746c788c115f72925afe32023-12-11T17:46:08ZengMDPI AGInformation2078-24892021-02-011228910.3390/info12020089Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their BrandsFrantišek Pollák0Peter Dorčák1Peter Markovič2Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Nemanická 436/7, 370 10 České Budějovice, Czech RepublicFaculty of Business Management, University of Economics in Bratislava, Dolnozemská Cesta, 852 35 Bratislava, SlovakiaFaculty of Business Management, University of Economics in Bratislava, Dolnozemská Cesta, 852 35 Bratislava, SlovakiaThe reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal object for reputation management research, as through their brands they integrate tradition and addressability at the same time. The main aim of the paper is to discuss the issue of innovative approaches to the online reputation management. We performed an in-depth analysis of online reputation through an Advanced sentiment analysis on the significant sample of ten largest family-owned businesses in the world. Taking into account all relevant determinants of reputation such as Google as well as major social networks, namely Facebook, Twitter, YouTube, and LinkedIn. As there is a noticeable difference between the marketing communication of the parent company and the marketing communication of the brand owned by the company, the findings of the analyses will provide a better insight into the issue of sustainable brand development. By identify good practices, as well as highlighting weaknesses, our research has the ambition to contribute to the shift of knowledge in the field of reputation management.https://www.mdpi.com/2078-2489/12/2/89reputation managementonline reputation managementbrand developmentinformation distributionfamily businessbusiness succession |
| spellingShingle | František Pollák Peter Dorčák Peter Markovič Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands Information reputation management online reputation management brand development information distribution family business business succession |
| title | Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands |
| title_full | Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands |
| title_fullStr | Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands |
| title_full_unstemmed | Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands |
| title_short | Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands |
| title_sort | corporate reputation of family owned businesses parent companies vs their brands |
| topic | reputation management online reputation management brand development information distribution family business business succession |
| url | https://www.mdpi.com/2078-2489/12/2/89 |
| work_keys_str_mv | AT frantisekpollak corporatereputationoffamilyownedbusinessesparentcompaniesvstheirbrands AT peterdorcak corporatereputationoffamilyownedbusinessesparentcompaniesvstheirbrands AT petermarkovic corporatereputationoffamilyownedbusinessesparentcompaniesvstheirbrands |