Reputation Analysis of Selected European and US Brands in the Context of the COVID-19 Pandemic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F24%3A00002748" target="_blank" >RIV/75081431:_____/24:00002748 - isvavai.cz</a>

Result on the web

<a href="https://link-springer-com.ezproxy.techlib.cz/chapter/10.1007/978-981-97-0996-0_53" target="_blank" >https://link-springer-com.ezproxy.techlib.cz/chapter/10.1007/978-981-97-0996-0_53</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Reputation Analysis of Selected European and US Brands in the Context of the COVID-19 Pandemic

Original language description

The paper deals with the issue of sustainable development of corporate reputation, specifically the issue of traditional and innovative approaches to reputation management of selected global brands in terms of changes that occurred in the market during the COVID-19 pandemic in the context of the ongoing Triple Transition. The main aim of the paper itself is to present the available ways and methods of measuring the phenomenon of reputation, especially online reputation, as the modern challenge for responsible and sustainable development of the perceived image of entities as their very fragile intangible assets. Moreover, the paper aims to identify and analyze the changes that occurred in the measurable levels of the reputations of selected entities during the pandemic. Preferred European and US brands owned by family businesses were analyzed using a standardized multifactor reputation analysis TOR in the virtual environment of the Internet. Considering all relevant factors, online ratings were standardized and compared with the offline ratings. The relationships between the factors were examined to identify and describe the underlying factors influencing the online reputation of entities in a hyper-competitive market environment, especially for the European and US markets. Based on the set goal, the results were compared with the values measured before the outbreak of the pandemic, and this comparison formed the basis for the identification of development trends. The analysis results provided a comprehensive view of the issue of selected approaches to the sustainable development of corporate reputation. Although literature offers a wide range of approaches to measuring reputation, the presented methodology offers a relatively simple and reasonably accurate form of active reputation management, thus providing an effective tool for enhancing the competitiveness of entities seeking to maximize their market advantages in the adaptation to the process of digital, green, and social transition.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

International Conference on Entrepreneurship and Economy in an Era of Uncertainty, EEEU 2023

ISBN

9789819709953

ISSN

2198-7246

e-ISSN

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Number of pages

21

Pages from-to

895-915

Publisher name

Springer Nature

Place of publication

Singapur

Event location

Pattaya, Thajsko

Event date

Nov 15, 2023

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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