Corporate Reputation & COVID-19 in the Pharmaceutical Industry: An Analysis of Determinants and Impact on Public perception

Abstract

This study examines the determinants of corporate reputation in the pharmaceutical indus-try before and after COVID-19 and explores their influence on public perception. A review of existing literature on corporate reputation in the pharmaceutical sector provides insights into key variables which influence corporate reputation and how to measure reputation.

Using a quantitative surveys questionnaire to analyze data, initial findings suggest that phar-maceutical companies have a reputation problem. Concerns about trust, pricing decisions as well as prejudices like “big bad pharma” are only examples for reasons why the reputa-tion is so bad. Research objectives are to understand which variables influence corporate reputation, whether Covid has an impact on the reputation or not as well as how de-mographics are interrelated with reputation. Understanding the determinants that shape corporate reputation and their impact on public perception is crucial for the pharmaceutical industry.

The results of the survey help to answer the research questions and give insights about interrelations between important variables as well as recommendations how to deal with the reputation problem and how to use Covid to change the public’s perception.