ANALYSIS OF THE KEY FACTORS OF REPUTATION MANAGEMENT IN CONDITIONS OF CITY MARKETING

Pavel Hagyari (), Radovan Bacik and Richard Fedorko
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Pavel Hagyari: University of Prešov in Prešov, Faculty of Management

Polish Journal of Management Studies, 2016, vol. 13, issue 1, 69-80

Abstract: The article deals with specific aspects of the issue of reputation building as a variable of the reputational management and public relations within the city marketing in terms of a city’s population. The aim of the article is to verify the existence and extract the factors affecting the perception of a city’s reputation - statistically significant factors affecting reputation based on the analysis of attitudes and preferences of respondents. For this purpose we used the factor analysis together with the principal component analysis with varimax rotation to identify the factors within the group of studied variables. The research results are based on answers of 926 respondents - residents of the city. When examining the factor structure of reputation assessment we managed to extract four factors: Patriotism, Free time, Job and job opportunities, Important places. The results of the analysis were also accompanied by calculations of average values for each of the extracted factors and comparisons of the statistical significance of differences between them. The results confirmed statistically significant differences in the assessment of the factors. The article aims to evaluate general opportunities this issue brings for marketing managers as well as official representatives of cities.

Keywords: reputation management; public relations; public opinion; communication strategy of a city; reputation (search for similar items in EconPapers)
Date: 2016
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