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Analysis Of The Key Factors Of Reputation Management In Conditions Of City Marketing

Author

Listed:
  • Pavel Hagyari

    (University of Prešov in Prešov, Faculty of Management)

  • Radovan Bacik

    (University of Prešov in Prešov, Faculty of Management)

  • Richard Fedorko

    (University of Prešov in Prešov, Faculty of Management)

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.

Suggested Citation

  • Pavel Hagyari & Radovan Bacik & Richard Fedorko, 2016. "Analysis Of The Key Factors Of Reputation Management In Conditions Of City Marketing," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(1), pages 69-80, June.
    • Handle: RePEc:pcz:journl:v:13:y:2016:i:1:p:69-80
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    References listed on IDEAS

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    1. Graeme Evans, 2003. "Hard‐branding the cultural city – from Prado to Prada," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 27(2), pages 417-440, June.
    2. repec:srs:journl:jarle:v:5:y:2014:i:1:p:44-51 is not listed on IDEAS
    3. Sakkarin NONTHAPOT, 2014. "The Relationship between Tourism and Economic Development in the Greater Mekong Sub Region Panel Cointegration and Granger Causality," Journal of Advanced Research in Law and Economics, ASERS Publishing, vol. 5(1), pages 44-51.
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    Cited by:

    1. Sebastian Kot & Sebastian Kot & Michal Kucharski, 2017. "Real Value of Advertising Value Equivalent in Sport Sponsorship," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 34-42.

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