Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands

The reputation of companies is one their key success factors. It therefore necessary to value this intangible asset. In order detect possible threats quickly, continuous monitoring corporate plays an important role in valuation process. Family businesses are ideal object for management research, as through brands they integrate tradition and addressability at the same time. main aim paper discuss issue innovative approaches online management. We performed in-depth analysis Advanced sentiment on significant sample ten largest family-owned world. Taking into account all relevant determinants such Google well major social networks, namely Facebook, Twitter, YouTube, LinkedIn. As there a noticeable difference between marketing communication parent company brand owned by company, findings analyses will provide better insight sustainable development. By identify good practices, highlighting weaknesses, our research has ambition contribute shift knowledge field