The Roles of Brand Equity and Corporate Reputation in CRM: A Chinese Study

Wang, Yonggui; Kandampully, Jay; Lo, Hong Kam; Shi, Guicheng

doi:10.1057/palgrave.crr.1550027

Cited by 60 publications

(50 citation statements)

References 50 publications

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“…The reason expectations were seen central to reputation was the belief that the fulfillment of expectations will affect stakeholders' or publics' attitudes, motivation, behavior, and satisfaction toward the organization (e.g. Mahon & Wartick, 2003;Porritt, 2005;Vaaland & Heide, 2008;Wang, Kandampully, Lo, & Shi, 2006).…”

Section: Expectations In the Literature Of Public Relationsmentioning

confidence: 99%

Broadening the Concept of Expectations in Public Relations

Olkkonen

Luoma‐aho

2015

Journal of Public Relations Research

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Expectations have been connected to many central concepts of public relations research, yet, definitions of what is meant by expectations are lacking. This article aims to broaden the understanding of expectations by taking into account their multi-dimensional nature, suggesting that there are several explanations to expectations depending on what the expectation is based on. We suggest that in organizational context expectations are two-fold assessments of what is considered good or desirable (expectation tone ranging from positive to negative) and the confidence placed in the organization (organization-specific context ranging from high to low confidence). As a result of the conceptual review with theoretical input from areas outside the scope of public relations, the article presents the Expectation Grid, where expectations are acknowledged as continuums of tone and context. Olkkonen & Luoma-aho: Broadening the concept of expectations in public relations

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Section: Expectations In the Literature Of Public Relationsmentioning

confidence: 99%

Broadening the Concept of Expectations in Public Relations

Olkkonen

Luoma‐aho

2015

Journal of Public Relations Research

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“…24 -26 Wang et al indicate that corporate reputation plays an important role in generating continuing purchasing behavior, word-of-mouth recommendations and increased buying behaviors. 2 Trust plays an important role in building and maintaining loyalty between businesses and their publics. 27,28 The public relations literature suggests many variables that are presumed to be necessary to sustaining favorable organizationalpublic relationships, such as customer satisfaction, credibility, reputation and leadership.…”

Section: The Effect Of Customer Satisfaction On Customer Relationshipsmentioning

confidence: 99%

“…Many company managers have recognized the signifi cance of these factors in attempting to attract and retain customers in long-term relationships. 2 CEO and corporate reputation, leadership, relationships and communication are inextricably related because they contribute to a CEO ' s ability to direct and responsibly control desired outcomes. Customer satisfaction and corporate credibility play important roles when creating good relationships and maintaining customer loyalty to a company as well as public faith.…”

Section: Introductionmentioning

confidence: 99%

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Jin

Yeo²

2011

J Target Meas Anal Mark

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The purpose of this study is to examine the effects that negative and positive news stories about corporate activities have on customer relationships with those companies. To test the proposed hypotheses, a 2 by 2 (positive versus negative news story; high versus low customer satisfaction) factorial design was implemented. The dependent variables are corporate credibility, CEO reputation for leadership and customer perceptions of the quality of customer-company relationships. The study confi rms the impact of negative news stories on relationship building. The experiment that was run to collect data provides a better understanding of how differently slanted news stories, when combined with customer satisfaction levels, affect customer-corporate relationships. The study also provides information about the role that intangible assets play in relationship building. The fi ndings indicate that negative media coverage of corporations has the potential to damage the image of a corporation and its CEO.

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“…Una posible explicación a esta influencia no significativa puede encontrarse en las marcas incluidas en el estudio. Así el hecho de que todas las marcas seleccionadas gocen de una elevada calidad percibida tanto para los consumidores españoles como para los ingleses, puede haber originado que esta variable no tenga un papel predominante (Wang et al, 2006).…”

Section: B Validación Del Instrumento De Medición Del Valor De Marcaunclassified

Brand equity measurement from a formative approach

Buil¹,

Martínez²,

Chernatony³

2010

cuadernosgestion

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Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed.

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The Roles of Brand Equity and Corporate Reputation in CRM: A Chinese Study

Cited by 60 publications

References 50 publications

Broadening the Concept of Expectations in Public Relations

Broadening the Concept of Expectations in Public Relations

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Brand equity measurement from a formative approach

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