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What is Brand Reputation

Encyclopedia of Organizational Knowledge, Administration, and Technology
Opinion of the clients about a company or product.
Published in Chapter:
Similarities and Differences Between Word-of-Mouth and Electronic Word-of-Mouth
María Dolores Sánchez-Fernández (Universidade da Coruña, Spain), Daniel Álvarez-Bassi (Catholic University of Uruguay, Uruguay), and José Ramón Cardona (University of the Balearic Islands, Spain)
DOI: 10.4018/978-1-7998-3473-1.ch111
To compare both concepts, the causative variables of recommendations generation will be analysed in one of the most important economic activities, the tourism sector. Tourism literature recognizes the importance of emotions, satisfaction and post-purchase behaviour, and diverse studies show emotions as antecedent of satisfaction and behavioural intentions. Some studies have found a positive relationship between satisfaction and the intention to recommend, but other authors raise doubts about the existence of this relationship.
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Marketing Trends in the Cryptocurrency Industry
The perception of a company or product in the eyes of customers, stakeholders, and the general public, based on their experiences, beliefs, and opinions about the brand.
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How to Integrate Sustainable Considerations Into the 4Ps of Marketing: Product, Price, Promotion, Place
The perception and image consumers and the entire public have of a company’s brand because of its actions, values and the overall impact on society and the environment.
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Influencer Marketing in the Digital Ecosystem
Represents the perception that the public has of a brand. It includes all the beliefs, feelings, and attitudes that people have about the brand based on their experiences with the company, its products or services, and its messages.
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The Influence of CSR on B2B Relationships: Leveraging Ethical Behaviors to Create Value
How a brand is perceived by customers and the communities in which it operates.
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Social Media and Business Practices
It is defined as a measure of how customers react to brand (what they think about the brand, how they talk about it and how their inclination towards the brand).
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Management and Implications of Daily Deal Promotions in the Hospitality Industry: Toward Their Holistic Understanding
A concept related to trust or distrust in a company, formulated on subjective perceptions of the company by a customer.
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