Proposing a Conceptual Model of Corporate Reputation Associated with Relationship Marketing and Customer Loyalty

Abstract

Based on the theory of reasoned action and Money and Hillenbrand's call to study corporate reputation in light of its antecedents and consequences, this article proposes a model in which corporate reputation is a core variable. The proposed model depicts relationship marketing as an independent variable, customer loyalty as a dependent variable, and the cognitive and affective factors of corporate reputation as mediating variables. This research is a conceptual contribution to global research on corporate reputation from the perspective of its implications on building marketing strategies and the positive consequences on a firm's performance.

Corporate Identity: Developing Means for Sustainable Competitive Advantage in Indian Context Towards Model Development

“…With this as a background, the next level of complexity of corporate identity in emerging countries is the ceaseless search for renewed development and engagement (Walker, 2010a;Mitu, 2015). These changes have made corporate identity de rigueur for the development of a powerful corporate reputation (Albassami, Alqahtani & Saleh, 2015). Further, there is a growing consensus among scholars that corporate identity is a key lever in converting core competencies into financial well being and strength (Hur, Kim & Woo, 2014).…”

“…Further, there is a growing consensus among scholars that corporate identity is a key lever in converting core competencies into financial well being and strength (Hur, Kim & Woo, 2014). As a foil to this capability, corporate identity can affect the company quite seriously if not recognized and used efficiently (Kim et al, 2011;Albassami, Alqahtani & Saleh, 2015).…”