The aim of this paper is to measure customer-based corporate reputation (CBCR) of service companies and to analyze importance of internal marketing within this construct. Research was conducted in Bosnia and Herzegovina and therefore customer-based corporate reputation is put in a specific cultural context. Convenient sampling method was used to gather responses from individual consumers. Apart from descriptive and one-dimensional statistic instruments, collected data were analyzed through exploratory factor analysis. Causality between variables was tested through correlation and OLS regression analysis. This research provided more insights into interconnection of two important constructs for service companies: corporate reputation and internal marketing. CBCR measure incorporates "customer orientation" and "good employer" dimensions which we classified as internal marketing elements. Results showed that elements of customer-based corporate reputation have positive and significant influence on customer satisfaction. This demonstrates that internal marketing represents an important component in building corporate reputation and that it influences customers' perception and their satisfaction.
The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective. This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander. Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.
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