 : , 
 


             .     ,          .                 .





 : , 



 



 ,2024



ISBN978-5-0065-0454-7

     Ridero




 1. 





1.1.  


            .       ,  ,         .   Deloitte (2022),              .  87%     ,       .

     ,           . ,       5  10.   ,  ,     .   Statista (2023),  74%    - ,   .  ,           .

         . ,   Volkswagen,  ,   30 ,     .  ,     37%      .

          ,        .       (2022), 82%         ,      .    63%  ,            20%.

         (experience economy),       .   PwC (2021), 73%         ,   .  ,     :       .

       . , ,   ,     .  Boston Consulting Group (2022),         9% ,     .  ,        1520%,          .

      ,  ,   ,      . ,   84%      ,        .         :   Transparency International, 62%        .

          .    Allianz (2023),        ,      .   ,   ,    8%  .

      .  Accenture (2023), 71%    ,    .  Edelman Trust Barometer ,         ,        -.

    頖     ,  ,      .       ,        ,        .




1.2.   


     ,                .

       :



1.    

      .

     ,   ,   .

  ,     .

2.      

     ,    , PR-  .

       .

   ,     ,  .

3.     

         .

  ,    .

     .

4.     

     .

        .

   ,    .

5.     

     ,   ,    .

     .

     .

6.     

        .

       .

        .

7.     

    .

    .

    ,     .

         ,       ,        .




1.3.   


   蠖    ,   ,  ,      .       ,   ,   ,         .

     ,      ,   .         ,     ,  ,   PR-,  ,   ,     .

       ,  ,    .          ,  ,    .

   :



1.   

    .

    .

      .



2.   

   ,    ,   .

 ,    ,   , -  .

  :   ,      .



3.  

       .

     .

      .



4.   

     .

    :  , Net Promoter Score (NPS) .

       .



5.   

  ,    .

      .

   (ROI)  .



6.   

       .

     .

    .



            .           :        ,     -.

   ,     , 젖 , ,            .




1.4.    


              ,    .    :



1.    

    ,     .

    ,   , ,  .

  ,    ,      ,   .

2.      

     ,     ,        .

      .

  -   ,   ROI,   .

3.     

    ,    ,    .

 ,     ,       (2023  30%       ).

    .

4.      

       .

      :  65%   2023  ,     .

         ,     .     :



1.  

      ,     .   Nielsen (2022),      85%   .

      :        1020%   .

2.   

     . , ,   Global RepTrak 100,  15%      .

     :      3       .

3.    

       . ,            2.

  : ,   ,     2530%.

4.      ()

    ,      .     (2022),  60%     -   .

     ,    -   .

5.    

   ,      .   KPMG (2023), 70%         .

        ,   .

      ,    ,          .




 2.    





2.1.   :   


     ,     ,        ,   -.        ,      .



    



1.  

       .            .

2.   (XVIIIXIX )

Ѡ         .      (PR),    .

:   Eastman Kodak ( 1888)           .

3.    (XX)

 ,       .          PR.

:  Coca-Cola Procter & Gamble    ,       .

4.   ( XX  XXI )

Ѡ        .     -    .

 Statista, 2023  72%         .

5.   (2020- )

   ,   ,    .     ,      .



   



1. 

      .  McKinsey (2022) ,  73%     ,      .

    ,   Google Reviews, TripAdvisor,    .

2.    (ESG-)

        ,   .

 2023 65%   ,      .

:  Green is Good  IKEA,    .

3.  

    AI     .

:  Brandwatch         .

4.   

      .

    ,       12 (  2010- ) 12 (2023).

5.     

     ,   .

:  Nike Just Do It      ,    .



    



  

 ,       1    2.      .

 -

92%  2023    ,    35%   -   .

  

       ,   . ,    Boeing (2019),  ,     25%  .



   



1.  

  Bain & Company,    5%     2595%.

2.  

     .  71%  2023      .

3.   

        1020%,         .

      ,    . ,     ,   ,          .




2.2.    ,  


      ,    .    ,   ,                .



1.   

  ,    ,     .     ,  ,     .

 :

    :  ,  ,   .

   ,      .

 :

 Apple        ,     50%      2023.

2.   (Trust Theory)

    .   ,          .

  :

 (consistent performance).

 (transparency incommunication).

 (ability todeliver promised value).

 :

 Edelman Trust Barometer (2023) ,  89%        .

:

 2022  Patagonia   ,   100%    ,     .

3.  AIDA (Attention, Interest, Desire, Action)

 AIDA     ,     :

1. :       .

2. :   ,     .

3. :    ,     .

4. :         .

:

 Tesla    PR- (  )      ,    .

4.    (Competitive Advantage Theory)

    ,     .

 :

        ( ).

     .

     .

 :

  PwC (2023) ,  65%    1520%     .

5.    (Social Exchange Theory)

  ,          . ,      .

 :

 ,      ,     .

     .

:

 Airbnb    ,       80%.

6.    (Two-Attribute Model)

  ,      :

1.   ( , , ).

2.   ( ,  ).

 :

        .

,  Samsung     ( ),    ( ).

7.   (Signaling Theory)

  ,    ,     .     ,    .

 :

 Unilever       (, Ben & Jerrys)      .

      Unilever  69%  20202023.

     ,       .        ,          .




2.3.    


     ,     .          ,  ,        .    ,      ,   ,  ,     .   ,      ,     .

      : , PR,   ,  ,   .         ,         . , 2023  Nielsen ,  78%         ,      .

          .      . ,        ,   PR-           .     Coca-Cola,       ,     ,     .

       .        ,      .  ,       1520%     . ,  Apple,      ,        ,            .

,       .  ,            . , 2017  Pepsi     ,       ,         .

      ,      .         ,   ,   ,     .

 ,      ,      . ׸    ,       ,    . ,  Unilever      ,        : 2023       69%  2020.

      ()   .  -         ,      . , 2022  LEGO   $400          ,        .

     ,     ,  ,  ,   . ,      ,    ,       .




2.4.       


    ,    .        ,             .   ,         .



 

          Reputation: Realizing Value from the Corporate Image (1996).     ,       .  ,          ,   ,    .  ,         ,     ,      .

     .  Firm Resources and Sustained Competitive Advantage (1991),       ,      .  ,   ,  ,      ,    ,     .      ,    ,    .

   Managing Public Relations (1984)             .      ,           ,  . ,          ,     ,   .

 ,            Creating Shared Value (2011),           ,  ,  .  ,  ,       ,    ,          .      ,            .



 

      .. ..   (2006).         ,    .

.. ,        ,          .




  .


   .

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