Reputation as an Important Element of the Corporate Branding An Analysis of Online Reputation Management in the Apparel Industry
The present thesis provides a strategic framework for online reputation management in the fashion industry. Therefore, the essential factors that influence a company’s reputation were taken into consideration and different approaches on how to manage online reputation were compared. After that, two case studies were conducted to analyze online reputation management in practice relating to the apparel sector. The empirical research of the thesis consists of guided expert interviews to further strengthen the focus on the fashion industry, evaluate the importance of online reputation management and assess its practical applicability. This combined research leads to interdisciplinary insights and knowledge.
