Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands in the Context of Global Pandemic

The success of companies heavily hinges on their reputation, an intangible asset deserving utmost attention. Continuously monitoring corporate reputation is pivotal in swiftly detecting potential threats. Family-owned enterprises, blending tradition and adaptability within their brands, serve as ideal subjects for reputation management studies. This paper delves into exploring innovative strategies for online reputation management amid a global pandemic. Authors conducted a comprehensive analysis of sentiment across major online platforms for the ten largest family-owned businesses before and during the pandemic’s decline. Key determinants like Google, Facebook, Twitter, YouTube, and LinkedIn were scrutinized. This study reveals a conspicuous contrast between the marketing strategies of parent companies and their brands, offering valuable insights into sustainable brand evolution. By discerning effective methodologies and pinpointing weaknesses, the research endeavors to reshape knowledge in management sciences, particularly considering the transformative landscape shaped by the pandemic’s wane. The research methodology involved an extensive evaluation of online sentiment and communications, accentuating shifts in consumer perceptions during the pandemic’s evolution. The significance lies not just in identifying successful practices but also in shedding light on deficiencies. It aims to contribute substantially to the evolution of management sciences, particularly concerning the paradigm shifts brought about by the receding pandemic. The findings emphasize the importance of agile adaptation in brand management, catering to evolving consumer sentiments amidst global crises. This study serves as a compass guiding businesses toward resilient brand strategies in the face of unforeseen disruptions.