Customer and non-customer perspectives for examining corporate reputation (original) (raw)
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Antecedents and Outcomes of Corporate Reputation Customer-based Analysis
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International Journal of Academic Research in Business and Social Sciences., 2020
This study examined the predicting factors of selected facets of RepTrak™ reputation model (products/services, innovation, citizenship, leadership, performance) and corporate reputation of Malaysia Airlines Berhad, from consumers’ perspective. Utilizing the Fombrun’s (2006) RepTrakTM reputation model, this model served as a guide to the study. Survey questionnaires were used to gather the data, in which the researchers distributed the questionnaires online and in-person to the Malaysia Airlines consumers who had prior encounters with the airline company. A 173 valid responses were yielded as the results. The collected data was then analysed through Pearson’s Product-Moment Correlation and Multiple Regression using Statistical Package for the Social Sciences (SPSS) version 24.0. The findings of the Pearson’s product-moment correlation analysis showed that the associations between product and services, innovation, citizenship, performance, and corporate reputation have a significantly positive moderate relationship. Meanwhile, the correlations between leadership and corporate reputation have a significantly positive high relationship. In addition, multiple regression analysis revealed that products/services, innovation, citizenship, leadership, and performance were the significant predicting variables, which explained 71.9 % of the variance of corporate reputation. Conclusion, limitations, suggestions, and implications of this study were discussed.
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Corporate reputation is formed by the firm’s various publics on the basis of information and experience. Different publics consider different informational cues. Focusses on the cues considered by customers of a beverage firm. Uses focus groups and a survey among consumers to develop an instrument to measure corporate reputation. The instrument can be used to track the evolution of the corporate reputation of a firm over time. Discusses other implications in terms of the role of the “halo” effect on corporate reputation and indicates directions for future research.
The Impact Of Corporate Reputation On Customer Trust
Increasing competition in a globalized economy promotes the identification of sustainable competitive advantage drivers in the field of intangible assets. Creating and exploiting intangible assets allows companies to drive markets, rather than to be market driven. Recent literature acknowledges corporate reputation as the most critical, strategic, and enduring intangible asset of the firm. Investigating its consequences is therefore of interest to practice and research alike. This study examines one important customer-related consequence of corporate reputation, customer trust, for one important stakeholder group, customers, within telecommunications sector in Turkey. Based on a sample of 580 GSM subscribers, empirical results of the study indicate that corporate reputation contributes to customer trust.
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The factors responsible with corporate reputation: A structural equation modelling approach
The Romanian Journal of Economics, 2015
In recent years, the concept of corporate reputation has gained wide consideration in the academic field as well as in the business world. Companies are very carreful with their corporate reputation because it is the item that can determine competitive advantage and establishes good relations with stakeholders. This study examines the elements that are responsible for corporate reputation. Data used in this study were collected from the responses of people regarding the perceptions about corporate reputation. Structural modelling analysis is used to analyze data and to test hypothesis concerning the factors that are responsible for corporate reputation.
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Purpose-The purpose of this paper is to identify the influence of the company's reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product. Design/methodology/approach-The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation. Findings-The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer. Practical implications-The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay).
Defining and Measuring Corporate Reputations
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Corporate reputation is a construct that has gained widespread recognition in the disciplines of strategy, corporate social responsibility, management and marketing because a good reputation is thought to be more commercially valuable than a bad reputation. However, recent reviews of the scholarly literature suggest that because the construct of corporate reputation has been defined in a wide variety of ways it is difficult to understand the antecedents and consequences of the construct. To illustrate this problem 50 different definitions of corporate reputations are reviewed. This analysis suggests that some of the most prominent measures are not grounded in the definitions that are thought to underpin them. This phenomena presents a challenge to anybody wanting to meta-analyze findings and to build new theories of corporate reputation. To help advance the field a framework is presented to guide the refinement of scholarly definitions so that they are well constructed and thus capable of guiding the development of valid measures of the construct. To illustrate this framework a new definition and some new measures are provided.
Validation of the Customer-Based Corporate Reputation Scale in a Retail Context
International Journal of Market Research, 2014
A positive corporate reputation held by customers is important for both financial and customer outcome variables. However, limited research has been undertaken to examine the relationship between corporate reputation and customer-related behaviours. This paper deals with a study in which the shortened customer-based corporate reputation (CBCR) scale of Walsh et al. (2009) was validated in a study of supermarket customers in a developing country. The findings support only two of the five dimensions of the Walsh et al. scale. These are customer orientation and competitiveness of the firm. None of the original reputation dimensions or items associated with good corporate citizenship, such as good employer and being socially and environmentally responsible, was part of the dimensions that remained after the statistical analyses. Both customer orientation and competitiveness of the firm are strongly associated with important outcome variables such as trust, loyalty, repatronage intention and overall reputation. The findings of this study reiterate the view that great care should be exercised when scales are considered for application in a context not similar to the one where the scale was developed .