Personal Brand Reputation Management

2020 ◽  
pp. 123-139 ◽  
Author(s):  
Talaya Waller
Keyword(s):  
Reputation Management ◽  
Brand Reputation ◽  
Personal Brand

Modern directions of marketing in the field of educational services

2021 ◽  
pp. 39-49
Author(s):  
Andrey V. Prokhorov ◽  
Tamara G. Pyadysheva
Keyword(s):  
Corporate Culture ◽  
Educational Institution ◽  
Reputation Management ◽  
Educational Services ◽  
Competitive Advantages ◽  
Experience Marketing ◽  
Brand Reputation ◽  
Regional Universities ◽  
Important Direction

Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various “points of contact” between brand and its audience. In connection with the mediatization of university’s activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.

scholarly journals Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

2020 ◽  
Vol 15 (1) ◽  
pp. 98-106
Author(s):  
Nur Azreen Azriana Azham ◽  
Tg Aroal Hawa Delaila Tg Ahmad
Keyword(s):  
Higher Education ◽  
Significant Relationship ◽  
Quantitative Method ◽  
Northern Region ◽  
Reputation Management ◽  
Brand Experience ◽  
Brand Reputation ◽  
Brand Culture ◽  
The World ◽  
The Relationship

In higher education, reputation management is essential to ensure the higher education institutionscontinue relevant and significant in the eye of the shareholders worldwide. There are many efforts toincrease reputation by improving the ranking in the world level. Currently, the brand reputation (BR) ofhigher institution cannot be proud of yet as BR management is critical in growing a business or service.The research aim to identify the relationship between brand culture (BC), brand expression (BE) andbrand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region inMalaysia. In addition, this research also aims to identify which of the variables has the strongestrelationship with BR among polytechnic students. The study employs a quantitative method. 378questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of  the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR.

scholarly journals Electronic word-of-mouth marketing on Amazon: Exploring how and to what extent Amazon reviews affect sales

2020 ◽  
Vol 12 (1) ◽  
pp. 50-79 ◽  
Author(s):  
Kristine D'Arbelles ◽  
Pauline Berry ◽  
Ashika Theyyil
Keyword(s):  
Word Of Mouth ◽  
Brand Management ◽  
High Volume ◽  
Online Reviews ◽  
Reputation Management ◽  
Electronic Word Of Mouth ◽  
Organizational Leaders ◽  
Brand Reputation ◽  
Product Sales ◽  
Online Reputation

Consumers today base many of their decisions on peer referrals and online reviews. With the omnipresence of social media and online reviews, electronic word-of-mouth marketing (eWOM) has become a priority for many companies for both business growth and reputational management. The objective of this study is to examine the effectiveness of eWOM and its impact on sales. This study also seeks to help organizational leaders understand the significance of eWOM and its role in effective consumer and stakeholder relations, and in overall brand management. The researchers of this project explored eWOM by examining Amazon reviews from two different Kickstarter companies to determine which elements of online reviews impact product sales. By overlaying Amazon review data and sales figures from each Kickstarter company, researchers were able to determine the review factors that companies should focus on to increase their sales and grow their brands. The results of this study show that products with a high volume of positive reviews made by verified purchasers positively correlate to product sales.   Keywords: electronic word-of-mouth marketing, Amazon, online reviews, Kickstarter, sales, reputational management, brand reputation, online reputation management

Brand Reputation in the Facebook Era

2019 ◽  
pp. 1544-1556
Author(s):  
Pedro Mir-Bernal
Keyword(s):  
Literature Review ◽  
Technology Development ◽  
Reputation Management ◽  
The Internet ◽  
Research Topics ◽  
Research Areas ◽  
Brand Reputation ◽  
Digital Fingerprint ◽  
Online Reputation

The vitality of the Internet highlights the research relevance that online reputation studies are acquiring. Most available research suggests that online reputation might also be managed (Online Reputation Management, ORM). However, technology development has given consumers a digital fingerprint and impact on a brand reputation. Therefore, brand reputation management is eventually limited to some tools. A literature review was conducted to pay attention to the most important emerging research topics on the field and to identify interesting research areas.

Brand Reputation in the Facebook Era

2017 ◽  
pp. 171-187
Author(s):  
Pedro Mir-Bernal
Keyword(s):  
Literature Review ◽  
Technology Development ◽  
Reputation Management ◽  
The Internet ◽  
Research Topics ◽  
Research Areas ◽  
Brand Reputation ◽  
Digital Fingerprint ◽  
Online Reputation

The vitality of the Internet highlights the research relevance that online reputation studies are acquiring. Most available research suggests that online reputation might also be managed (Online Reputation Management, ORM). However, technology development has given consumers a digital fingerprint and impact on a brand reputation. Therefore, brand reputation management is eventually limited to some tools. A literature review was conducted to pay attention to the most important emerging research topics on the field and to identify interesting research areas.

scholarly journals The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic

2019 ◽  
Vol 11 (7) ◽  
pp. 2132 ◽  
Author(s):  
Jakub Soviar ◽  
Martin Holubčík ◽  
Josef Vodák ◽  
Miroslav Rechtorík ◽  
František Pollák
Keyword(s):  
Slovak Republic ◽  
Reputation Management ◽  
Production Plant ◽  
Global Context ◽  
External Data ◽  
Brand Reputation ◽  
Global Brand ◽  
Marketing Activities ◽  
On Line ◽  
Online Reputation

This article deals with the analysis of the reputation of global automobile manufacturers primarily in the territory of the Slovak Republic for their comparison. The reputation of brands in the wider Central European and global context has also been considered. The selected brands were Volkswagen, Toyota, KIA, and Peugeot. Selected car brands either have a production plant in Slovakia or are well known in Slovakia, thanks to high global brand awareness. E-business marketing activities in the automotive sector are a major challenge to sustainability in the industry. The analysis took into account official information provided by automotive companies for the purpose of reputation management, as well as external data such as automotive media articles, independent reviews and customer feedback. The findings of the article include a detailed analysis of the online reputation of examined individual brands. The article also provides a list of the most important factors that can positively or negatively affect brand reputation, defined based on previous analysis. In conclusion, the authors try to make use of the findings and build a brief set of recommendations on how to correctly apply the reputation management principles to the overall strategy of the organization.

Measuring academic research performance through audit at the expense of trust: Exploring the 21st Century University

2011 ◽  
Vol 1 (1) ◽  
pp. 49-59 ◽  
Author(s):  
Chris Holligan ◽  
Ibrahim Sirkeci
Keyword(s):  
Research Performance ◽  
Academic Research ◽  
Reputation Management ◽  
Intellectual Life ◽  
Budget Cuts ◽  
University Culture ◽  
The Public ◽  
Audit Culture ◽  
Management Quality ◽  
Fiscal Austerity

British universities are experiencing a climate of fiscal austerity including severe budget cuts coupled with intensifying competition for markets have seen the emergence of audit culture which afflicts the public sector in general. This entails the risk to the integrity of university culture disappearing. This paper seeks to explore the interconnections between developing trends in universities which cause processes likely to undermine the objectivity and independence of research. We question that universities’ alignment with the capitalist business sector and the dominant market economy culture. Despite arguably positive aspects, there is a danger that universities may be dominated by hegemonic sectional interest rather than narratives of openness and democratically oriented critique. We also argue that audit culture embedded in reputation management, quality control and ranking hierarchies may necessarily promote deception while diminishing a collegiate culture of trust and pursuit of truth which is replaced by destructive impersonal accountability procedures. Such transitions inevitably contain insidious implications for the nature of the academy and undermine the values of academic-intellectual life.

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