A reputação no gerenciamento de crises empresariais : análise dos casos das marcas brasileiras cerveja Corona, Madeiro, Havan e Magazine Luiza.

Abstract

This monograph addresses the construction of corporate reputation, making it an important ally in the management of corporate crises - crisis of image denta in the context of the Coronavirus pandemic, during the first half of 2020, analyzing the cases of the Brazilian brands Cerveza Corona, Madeiro, Havan and Magazine Luiza. The methods used for the development of the research were bibliographical appropriation by renowned authors and the use of documental analysis, contributing to the choice of cases, together with the analysis of content that allowed observing whether the positions of the companies in relation to the crisis mattered for Covid-19 and how much their reputation was affected.