LOS RIESGOS DE ROMPER LA PROMESA DE MARCA: LA REPUTACIÓN DE COCA-COLA EN LAS REDES SOCIALES/ THE RISKS OF BREAKING THE BRAND PROMISE: THE REPUTATION OF COCA-COLA IN SOCIAL MEDIA

The present study examines the concepts of brand and corporate reputation-two core constructs that help to shape and define the unique identity of each organization. These constructs are closely related to each other and have great organizational value since the perceptions generated by a crisis affect both, the brand and corporate reputation. The researchers used an exploratory-descriptive methodology. Specifically, a case of study of two reputational crises of the multinational Coca-Cola are analyzed: The Coca-Cola ERE in Spain and the unintentional discriminatory messages disseminated through the #MakeItHappy campaign. Findings suggest that the ERE crisis affected negatively the corporate brand reputation, while negative messages spread through the campaign #MakeItHappy did not have a negative impact on the company's reputation.