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Article

The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic

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Department of Management Theories, Faculty of Management Science and Informatics, University of Žilina, Univerzitná 8215/1, 010 26 Žilina, Slovakia
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Department of Tourism and Hotel Management, Faculty of Management, University of Prešov, Konštantínova 16, 080 01 Prešov, Slovakia
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(7), 2132; https://doi.org/10.3390/su11072132
Received: 13 March 2019 / Revised: 27 March 2019 / Accepted: 30 March 2019 / Published: 10 April 2019
(This article belongs to the Section Economic and Business Aspects of Sustainability)
This article deals with the analysis of the reputation of global automobile manufacturers primarily in the territory of the Slovak Republic for their comparison. The reputation of brands in the wider Central European and global context has also been considered. The selected brands were Volkswagen, Toyota, KIA, and Peugeot. Selected car brands either have a production plant in Slovakia or are well known in Slovakia, thanks to high global brand awareness. E-business marketing activities in the automotive sector are a major challenge to sustainability in the industry. The analysis took into account official information provided by automotive companies for the purpose of reputation management, as well as external data such as automotive media articles, independent reviews and customer feedback. The findings of the article include a detailed analysis of the online reputation of examined individual brands. The article also provides a list of the most important factors that can positively or negatively affect brand reputation, defined based on previous analysis. In conclusion, the authors try to make use of the findings and build a brief set of recommendations on how to correctly apply the reputation management principles to the overall strategy of the organization. View Full-Text
Keywords: online reputation; automotive industry; marketing; sustainable online reputation; Slovak republic market perspective online reputation; automotive industry; marketing; sustainable online reputation; Slovak republic market perspective
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MDPI and ACS Style

Soviar, J.; Holubčík, M.; Vodák, J.; Rechtorík, M.; Pollák, F. The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic. Sustainability 2019, 11, 2132. https://doi.org/10.3390/su11072132

AMA Style

Soviar J, Holubčík M, Vodák J, Rechtorík M, Pollák F. The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic. Sustainability. 2019; 11(7):2132. https://doi.org/10.3390/su11072132

Chicago/Turabian Style

Soviar, Jakub, Martin Holubčík, Josef Vodák, Miroslav Rechtorík, and František Pollák. 2019. "The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic" Sustainability 11, no. 7: 2132. https://doi.org/10.3390/su11072132

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