Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Impact Assessment between the City and the Company Reputation
Issue: Vol. 10, No 1, 2017
Published date: 03-2017 (print) / 03-2017 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Petra Jakab
Széchenyi István University

Eva Happ
Széchenyi István University
Keywords: reputation, stakeholder, headquarter, impact assessment, marketing communication tools
DOI: 10.14254/2071-789X.2017/10-1/20
Index PUBMS: ceb0356b-0047-11e8-94c4-fa163e5d4f72
Language: English
Pages: 279-289 (11)
JEL classification: M39
Website: http://www.economics-sociology.eu/?486,en_impact-assessment-between-the-city-and-the-company-reputation
Licenses:
Abstract

Since there’s a race for customers on the market of the consumer goods, cities of the 21st century compete for the inhabitants, tourists, investors and companies. In this competition the image and good reputation of the city, their conscious framing is one of the biggest feats of arms. The economy of the dynamically developing city, Győr is based after several system changes on the automobile industry. Its main leg is the important international company with headquarter in Győr since 1993, the Audi Hungaria Zrt. (AH). As results of the research analysing the marketing communicational print and film tools of the company and the city, the author tried to figure out, how the AH and the city interact in their corporate communication, in their reputation.

Bibliography

1. Audi Hungaria Zrt. (2016), Focus Audi Hungaria in 2015, Internet access: http://audihungaria2015-hu.audiportal.hu/, accessed 29. March, 2016.

2. Audi Hungaria Zrt. (2015), Audi Hungaria and the society, Internet access: https://audi.hu/en/corporate-responsibility/audi-hungaria-and-the-society/ (accessed 09. November, 2015).

3. Audi Hungaria Zrt. (2013), Image film. Corporate communication and governmental affairs.

4. Babbie, E. (2003), A társadalomtudományi kutatás módszertana (The practice of social research), Balassi Kiadó, Budapest, pp. 352-363.

5. Berelson, B. (1952), Content Analysis, New York, Free Press, 18 p.

6. Cséfalvay, Z. (1994), A modern társadalomföldrajz kézikönyve (Handbook of modern social geography), Budapest: Ikva Könyvkiadó Kft.

7. Fombrun, C. J. (1996), Reputation: Realizing the Value from the Corporate Image, Boston: Harvard Business School Press.

8. Győr, Municipality of the City (2015), Image brochure, Internet access: http://turizmus.gyor.hu/data/files/turizmus/imazs_en.pdf, accessed 29. March, 2016.

9. Győr, Municipality of the City (2013), Image film. City marketing and event management department.

10. Jakab, P. (2014a), Győr, városmarketing a gyakorlatban (Győr, city marketing in practice), In: Tózsa, I. (ed.), Turizmus és településmarketing (Tourism and city marketing), Budapest: Budapesti Corvinus University, Faculty of Economic Geography and Future

11. Jakab, P. (2011), Városimázs: A hard és soft telephelytényezők szerepe (City image: Role of hard and soft headquarter-factors), Paper presented at the 2011 Kautz Conference, Győr, June 11.

12. Kang, M, Yang, SU (2010), Comparing effects of country reputation and the overall corporate reputations of a country on international consumers’ product attitudes and purchase intentions, Corporate Reputation Review, 13, pp. 52-62.

13. Konczosné Szombathelyi M. (2013a), A hírnév és menedzselése (Reputation and its managing), In: Tompos, A., Ablonczyné Mihályka, L. (eds.), Növekedés és egyensúly (Growth and balance), Győr: Széchenyi István University.

14. Konczosné Szombathelyi M. (2013b), A vállalati hírnév fogalma, menedzsmentje, mérhetősége (Terminology, management, mensurability of corporate reputation), Széchenyi István University.

15. Konczosné Szombathelyi, M. (2012), Nemzetközi tendenciák a PR-ban (International trends in PR), In: Józsa, L., Konczosné Szombathelyi, M., Huszka, P. (eds.), A marketing új tendenciái (New trends of marketing), Győr: Széchenyi István University Kautz Gyul

16. Krippendorff, K. (1995), A tartalomelemzés módszertanának alapjai (Content Analysis, An Introduction to Its Methodology), Bp., Balassi K. 22 p.

17. Newburry, W. (2012), Waving the flag: The influence of country of origin on corporate reputation, In: Barnett, Michael L., Pollock, Timothy G. (eds.), The Oxford Handbook of Corporate Reputation, OUP Oxford, pp. 240-257.

18. Papp-Váry Árpád F. (2004), Országok márkái, márkák országai. Az országeredet hatás elmélete és gyakorlata (Countries’ brand, brands’ countres. Theory and practice of the country of origin effect), In: Czagány L., Garai L. (eds.), A szociális információ, a

19. Reputation Institute (2015), 2015 City RepTrak®. The World’s Most Reputable Cities, Internet access: http://www.reputationinstitute.com/CMSPages/GetAzureFile.aspx?path=~\media\media\documents\city-reptrak-report-2015_1.pdf&hash=572727a7861adbdd112210d89e7

20. Roper, S., Fill, C. (2012), Corporate Reputation, Pearson.

21. Statistical Office of Hungary (KSH) (2015), Internet access: http://statinfo.ksh.hu/Statinfo/haDetails.jsp?query=kshquery&lang=hu (accessed 10. October, 2015).

22. Szeles, P. (2010), Hírnévmenedzsment, a reputáció mérése és kockázatai a Magyar PR Szövetségnél (Reputationmanagement, opportunities and risk of measuring reputation by the Hungarian Public Relations Association), Presentation at the conference. Budapest,