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Corporate Image and Reputation as Drivers of Customer Loyalty

Corporate Image and Reputation as Drivers of Customer Loyalty Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence support the influence of these constructs on customer loyalty. This study investigates the influence of corporate image ‒comprised of functional and emotional aspects‒ and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as the greatest strategic assets to enhance customer loyalty. Keywords Corporate image, corporate reputation, customer loyalty 1. Introduction While some studies document a positive relat ionship between corporate image and reputation and financial performance (Fombrun 1996; Roberts and Dowling 2002) and try to explain their underlying mechanisms and consequences (Cretu and Brodie 2007; Dowling 2006; Keh and Xie 2009; Walsh and Wiedmann 2004), existing research in the marketing literature says little about whether corporate image and allied constructs such as corporate reputation http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Reputation Review Unpaywall

Corporate Image and Reputation as Drivers of Customer Loyalty

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Publisher
Unpaywall
ISSN
1363-3589
DOI
10.1057/crr.2016.2
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Abstract

Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence support the influence of these constructs on customer loyalty. This study investigates the influence of corporate image ‒comprised of functional and emotional aspects‒ and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as the greatest strategic assets to enhance customer loyalty. Keywords Corporate image, corporate reputation, customer loyalty 1. Introduction While some studies document a positive relat ionship between corporate image and reputation and financial performance (Fombrun 1996; Roberts and Dowling 2002) and try to explain their underlying mechanisms and consequences (Cretu and Brodie 2007; Dowling 2006; Keh and Xie 2009; Walsh and Wiedmann 2004), existing research in the marketing literature says little about whether corporate image and allied constructs such as corporate reputation

Journal

Corporate Reputation Review – Unpaywall

Published: Apr 1, 2016

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