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A Study on Evaluating Brand Reputation by Measuring Sentiment and Response Rates in the Digital Age
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Author(s): P. S. Venkateswaran (PSNA College of Engineering and Technology, India), B. Arun (PSNA College of Engineering and Technology, India), Rameshwaran Byloppilly (City University, Ajman, UAE), S. R. Rameshkkumar (Sir Padampat Singhania University, India)and M. Sivakoti Reddy (Vignan's Foundation for Science, Technology, and Research, India)
Copyright: 2025
Pages: 18
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch008
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Abstract
The chapter shows how worldwide presence increases brand scrutiny. Online reviews, social media presence, and ethical practices influence brand reputation and purchasing decisions worldwide. Reputation builds trust and loyalty, driving repeat business and favourable word-of-mouth across varied marketplaces. A positive brand image helps organisations weather crises and minimise reputational damage. This improves the employer brand, attracting top people in a competitive worldwide market. Beyond customer benefits, a good reputation boosts investor confidence and lets brands influence positive change. Positive brand perception drives loyal customer online advocacy, increasing brand reach and influence in the digital era. Global brands may thrive in the complicated and linked global market by prioritising brand reputation management and building trust, loyalty, and advocacy. Global consumers now investigate brands online before buying.
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