Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands

Abstract

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.

41 st International Conference on Organizational Science Development

“…Of the rated cars, the BMW iX3 achieves the highest level of online presentation in search results. Here too, however, we must state that due to previous measurements in the reference developed markets (Pollák, Dorčák, Markovič 2021), the car does not record any synergistic or significantly organic occurrences from the point of view of presentation. Presentations thus look artificial.…”

“…The research sample consists of 10 electric vehicles, marked by the portal Mojelektromobil.sk (2021), as the best electric cars for 2021. The basic methodological apparatus for empirical analysis is a simple sentiment analysis (Pollák 2015, Pollák, Dorčák, Markovič 2021, through which it is possible to quantify the level of online reputation according to the sentiment (polarity) of the first ten Google search results of a particular subject. The subject's own name, in this case the brand of the electric car, serves as the search phrase, then the search results in each of the ten positions are quantified according to the following key: In order to minimize the customization of the results, the anonymous browsing mode is selected during the search, at the same time only the organic search results are quantified.…”

Reputation Management in Times of the Pandemic - Empirical Analysis of Selected Health Care Providers Operating in the Slovak Market

“…Based on the created knowledge base [6][7][8], modern aspects will be represented by a synthesis of individual partial online reputators within the parameter Total Online Reputation "TOR" measured in 2018 [26], which we will follow in the study by compiling an up-to-date overview. The indicator "TOR" represents a complex quantity calculated for each analyzed subject individually based on the following formula (1):…”

“…In the present study, we focused on the field of health care, or rather the area of health care providers. The study builds on the relatively extensive knowledge base of the authors [6][7][8], in which the issue of reputation management of entities operating (not only) in the health care sector during the period preceding the outbreak of the COVID-19 pandemic was thoroughly developed. However, the sharp onset of a pandemic in the first half of 2020 largely affected almost all areas of the market [9][10][11], and healthcare was no exception.…”

Towards Collaborative Business Intelligent Framework: Crowdsourcing Approach

“…From the point of view of the construction of the study itself, we follow the introduction by describing basic theoretical frameworks such as online reputation, electromobility and micro mobility. Subsequently, using a standardized methodology for sentiment analysis (Pollák 2015, Pollák, Dorčák, Markovič 2021b, we analyze the current status of the online reputation of selected electronic vehicles in Slovakia, designated as the best electric cars of 2021 by the Mojekektromobil.sk portal (2021).…”