What is it about?
This article explores and analyses corporate reputation management in the new environment of the social web, otherwise known as Web 2.0. It looks at issues around corporate reputation and brand management, via a case study of Primark.
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Why is it important?
It explores how companies manage their corporate reputation and branding in the new on-line environment of the social web. The article looks at how Primark positions itself in the context of the web 2.0 era in order to build a solid relationship with its stakeholders. as well as to protect its reputation whilst enhancing its brand image and value.
Perspectives
The spread of information across the web feeds traditional media channels and reaches larger audiences potentially damaging reputation and thus tarnishing the brand. The article furthers understanding of the overall current web brand management practices for effective on-line corporate communications. The Primark case study offers an indication of how companies are or are not using the social web and social media utility tools to communicate their social responsibility.
Dr Brian Jones
Leeds Beckett University
Read the Original
This page is a summary of: Corporate reputation in the era of Web 2.0: the case of Primark, Journal of Marketing Management, November 2009, Taylor & Francis,
DOI: 10.1362/026725709x479309.
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