Journal articles: 'Corporate Brand Reputation'

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Worcester, Robert. "Reflections on corporate reputations." Management Decision 47, no. 4 (May 1, 2009): 573–89. http://dx.doi.org/10.1108/00251740910959422.

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PurposeThe purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.Design/methodology/approachThe approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.FindingsThe paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.Practical implicationsPolicy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.Originality/valueThe paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.

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Harris, Fiona, and Leslie de Chernatony. "Corporate branding and corporate brand performance." European Journal of Marketing 35, no. 3/4 (April 1, 2001): 441–56. http://dx.doi.org/10.1108/03090560110382101.

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Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.

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Greyser, Stephen A. "Corporate brand reputation and brand crisis management." Management Decision 47, no. 4 (May 2009): 590–602. http://dx.doi.org/10.1108/00251740910959431.

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Argenti, Paul A., and Bob Druckenmiller. "Reputation and the Corporate Brand." Corporate Reputation Review 6, no. 4 (January 2004): 368–74. http://dx.doi.org/10.1057/palgrave.crr.1540005.

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Barros, Teresa, Paula Rodrigues, Nelson Duarte, Xue-Feng Shao, F. V. Martins, H. Barandas-Karl, and Xiao-Guang Yue. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model." Journal of Risk and Financial Management 13, no. 6 (June 22, 2020): 133. http://dx.doi.org/10.3390/jrfm13060133.

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The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.

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Kucharska, Wioleta. "Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model." Sustainability 12, no. 3 (January 27, 2020): 940. http://dx.doi.org/10.3390/su12030940.

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So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

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Barua, Arup, and Alexandra Ioanid. "Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions." Sustainability 12, no. 18 (September 8, 2020): 7373. http://dx.doi.org/10.3390/su12187373.

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Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

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Gotsi, Manto, and Alan Wilson. "Corporate reputation management: “living the brand”." Management Decision 39, no. 2 (March 2001): 99–104. http://dx.doi.org/10.1108/eum0000000005415.

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Khojastehpour, Morteza, and Raechel Johns. "The effect of environmental CSR issues on corporate/brand reputation and corporate profitability." European Business Review 26, no. 4 (June 3, 2014): 330–39. http://dx.doi.org/10.1108/ebr-03-2014-0029.

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Purpose – The purpose of this paper is to investigate the effect of environmental corporate social responsibility (CSR) (climate responsibility and natural resource utilization) on corporate/brand reputation and corporate profitability. Design/methodology/approach – Building on extensive literature, a conceptual model of environmental CSR-corporation that includes three factors of consumer behavior is proposed. Findings – The study highlights that environmental CSR has a positive effect on corporate/brand reputation and corporate profitability. Practical implications – The findings of this study highlight the importance of managing environmental CSR for corporations that intend to gain reputation and profitability. Originality/value – This paper is one of the first to highlight the effect of environmental CSR on corporate/brand reputation and corporate profitability.

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Chikazhe, Lovemore, Blessing Chigunha, Martin Dandira, Tendai Silvaziso Mandere, and King Christopher Muchenje. "Corporate Social Responsibility as a Mediator of the Effect of Brand Awareness and Corporate Reputation on Customer Loyalty." Business Management and Strategy 11, no. 1 (June 27, 2020): 243. http://dx.doi.org/10.5296/bms.v11i1.17141.

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Factors that promote customer loyalty are of great concern to the banking sector because loyalty predicts business success. The purpose of this study is to examine the mediation role of corporate social responsibility on the effect of brand awareness and corporate reputation on customer loyalty. Data was collected through a cross sectional survey from 405 bank customers. Research hypotheses were tested using the structural equation model. The findings show that corporate social responsibility partially mediates the effect of both brand awareness and corporate reputation on customer loyalty. The results indicate that corporate social responsibility plays a vital role within the banking sector as it mediates the effect of brand awareness and corporate reputation on customer loyalty. If banks engage in successful corporate social responsibility practices, brand awareness and corporate reputation are enhanced and this result in improved customer loyalty. By empirically examining corporate social responsibility as a mediator on the effect of brand awareness and corporate reputation on customer loyalty the study seeks to contribute to the scholarly conversation.

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David Aritona, I. Putu, and Ni Putu Nina Eka Lestari. "Brand Rebranding, Brand Associations, Customer Satisfaction, Company Reputation dan Customer Loyalty." Jurnal Manajemen Bisnis 16, no. 1 (January 18, 2019): 153. http://dx.doi.org/10.38043/jmb.v16i1.2025.

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ABSTRACTThe purpose of this study was to determine the effect of corporate rebranding, on brand associations, customer satisfaction, company reputation and customer loyalty. The study was conducted at Jasindo Insurance Denpasar. The technique of collecting data uses a questionnaire to 100 customers of Jasindo Insurance Denpasar. Data were analyzed by Structure Equation Modeling data analysis with AMOS program. The results of the study show that there is corporate rebranding that has a positive and significant effect on brand associations, customer satisfaction and company reputation. Besides that there is also a positive and significant influence between corporate rebranding brand associations, customer satisfaction and the company's reputation for customer loyalty.

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Pich, Christopher, Guja Armannsdottir, and Louise Spry. "Investigating political brand reputation with qualitative projective techniques from the perspective of young adults." International Journal of Market Research 60, no. 2 (January 12, 2018): 198–213. http://dx.doi.org/10.1177/1470785317750817.

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Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging. This is reinforced by explicit calls for more pragmatic tools and methods to comprehend the external orientation of brands. We respond by investigating the applicability of qualitative projective techniques in exploration of the external current image and long-term reputation of the UK Conservative Party corporate brand from the perspective of young voters aged 18–24 years. This is achieved by comparing and contrasting the external brand images prior the 2015 UK General Election with the findings collected before the 2010 UK General Election. We demonstrate that qualitative projective techniques are useful applications to capture, deconstruct, and understand current image and long-term reputation of political brands. Organizations including those beyond the political context will be able to use this article as a guide to generate a deeper understanding of their brands image and consistency of their reputation.

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Varadarajan, R. "Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions." Journal of the Academy of Marketing Science 34, no. 2 (April 1, 2006): 195–205. http://dx.doi.org/10.1177/0092070305284988.

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Zhang, Anran, Alex Scodellaro, Bo Pang, Hui-Yi Lo, and Zhengliang Xu. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation." Sustainability 12, no. 20 (October 10, 2020): 8338. http://dx.doi.org/10.3390/su12208338.

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In cause-related marketing (CRM) programs, the fit between the cause and brand is an important factor influencing consumer perceptions and behavior. However, the literature demonstrates that there is disagreement regarding the effect of cause–brand fit on consumer responses with varying corporate reputation. This study aims to examine the influence of cause–brand fit on consumer attitudes, attributed company motives, and the moderating role of corporate reputation. With a two (fit: high/low) by three (reputation: low/medium/high) experimental study, we reveal that consumers hold positive attitudes toward companies that engage in CRM campaigns. The effect of cause–brand fit on consumer-attributed company motives is moderated by corporate reputation. For low-reputation companies, a high cause–brand fit CRM campaign resulted in consumers attributing more negative motives to companies than low-fit campaigns. The opposite was true for medium-reputation companies. Meanwhile, high-reputation companies with a high cause–brand fit elicit greater value-driven attributed motives from consumers than other motives. Recommendations for implementing CRM programs and for future research are discussed.

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Djordjevic, Bojan. "Corporate strategic branding: How country and corporate brands come together." Ekonomski anali 53, no. 177 (2008): 59–88. http://dx.doi.org/10.2298/eka0877059d.

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The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

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Agus Harjoto, Maretno, and Jim Salas. "Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing." Journal of Product & Brand Management 26, no. 6 (September 18, 2017): 545–58. http://dx.doi.org/10.1108/jpbm-07-2016-1277.

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Purpose This study aims to investigate the impact of strategic and institutional (normative) corporate social responsibility (CSR) on brand value and brand reputation, based on the strategic and legitimacy theory of CSR. It argues that because CSR strengths represent firms’ proactive approach to satisfy their stakeholders’ interests, the authors expect that this proactive approach is likely to generate an accumulated level of reservoir of goodwill that is positively related to the level of brand value. In contrast, the authors would expect that social irresponsibility (CSR concerns), as a measure of firms’ reactive position to stakeholders’ interests, adversely affects the incremental change in this reservoir of goodwill. Design/methodology/approach This paper measures strategic CSR using CSR strengths and normative (institutional) CSR from CSR concerns scores from the MSCI ESG (Kinder Lydenburg Domini). This paper measures the level of brand value from the Interbrand listing, and it measures the brand reputation based on changes in brand value and brand ranking from Interbrand’s 100 global brands. Findings This paper finds evidence to support the authors’ theory that one-, two- and three-year lagged CSR strengths positively affect the level of brand value. This study also finds empirical evidence to support the authors’ hypothesis that CSR concerns adversely affect changes in brand value and brand ranking. This study concludes that the differing impacts of CSR strengths and CSR concerns help the authors better understand the impacts of firms’ pro-action and reaction to stakeholders’ interests ion brand values and ranking. Practical implications The findings indicate that strategic CSR enhances brand value, while socially irresponsible activities that are against social norms, values and ethics adversely affect the companies’ legitimacy and adversely affect changes in brand reputation. Originality/value This research offers a new perspective to distinguish the differing impacts of CSR strengths and concerns on brand value and brand reputation.

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Ognjanović, Jasmina. "The impact of the employer brand on the corporate reputation of hotel companies." Marketing 51, no. 4 (2020): 259–70. http://dx.doi.org/10.5937/markt2004259o.

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Employees are one of the key resources involved in building of corporate reputation. The efficiency of employees is reflected in the corporate reputation and depends on the development of the employer brand. The concept of the employer brand is aimed at building the image of attractive employer in the labor market and implies providing functional, psychological and economic benefits for potential and current employees. The aim of this paper is to examine the interdependence of the employer brand dimensions and the corporate reputation of the observed hotels in the Republic of Serbia. The research involved the application of correlation analysis, regression analysis and non-parametric tests to check the differences between groups. In the paper are observed three dimensions of the employer brand: functional-economic value, social value and interest value. It is proved and the presence of a positive and statistically significant correlation between the dimensions of the employer brand and the corporate reputation of the observed hotels. Based on the processed data, the influence of the dimensions of the employer brand on the corporate reputation of the hotel has been proven, with the strongest influence on the social value and functional-economic value. Non-parametric tests did not reveal a statistically significant difference in the level of development of the employer's brand dimensions between different categories of hotels.

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Tieman, Marco. "Measuring corporate halal reputation." Journal of Islamic Marketing 11, no. 3 (July 18, 2019): 591–601. http://dx.doi.org/10.1108/jima-05-2018-0095.

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Purpose The purpose of this paper is to introduce a new framework to measure corporate halal reputation. In this conceptual paper, the “Corporate Halal Reputation Index” is proposed, which acts as predictor for corporate halal reputation and sales in Muslim markets. Design/methodology/approach This paper builds further on previous work published in the Journal of Islamic Marketing on Islamic Branding. Research propositions are constructed on the drivers and moderating variables of corporate halal reputation. Findings Halal authenticity, trustworthiness of halal certification body, messages by company and supply chain partners, messages by external stakeholders and the moderating variables category of Islamic brand and sensitivity of product are expected to determine the corporate halal reputation. Alignment between the corporate halal reputation drivers and halal market requirements will be critical for brands to earn and protect their license to operate in Muslim markets. Research limitations/implications This conceptual paper proposes that halal authenticity, trustworthiness of halal certification body, messages by company and supply chain partners, and messages by external stakeholders, as well as two moderating variables, are essentially determining the corporate halal reputation. However, empirical research is needed through a case study and survey research to validate the proposed “Corporate Halal Reputation Index” and test these research propositions. Practical implications This study shows that corporate halal reputation management is different from conventional corporate reputation management. The corporate halal reputation index should be measured and included in balanced scorecards at top management level. Originality/value The “Corporate Halal Reputation Index” is envisioned to be the new key performance indicator for both the top management and halal committee (halal management team) operating in Muslim markets. As there is an evident lack of academic research in the field of corporate halal reputation management, it provides an important reference for corporate communication and Islamic branding and marketing.

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Chen, Chen-Chu Matilda, Bang Nguyen, and T. C. Melewar. "An investigation of the uses of corporate reputation." Qualitative Market Research: An International Journal 19, no. 3 (June 13, 2016): 357–76. http://dx.doi.org/10.1108/qmr-06-2015-0053.

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Purpose The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The paper incorporates three kinds of uses of corporate reputation: value creation, strategic resources and corporate communication. Design/methodology/approach Using a qualitative approach, in-depth interviews were conducted with top executives in the pharmaceutical industry in Taiwan to investigate the effects of the uses of corporate reputation on brand image strategy from the managerial perspective. Findings Findings provide richness into forming the basis for developing a framework of the uses of reputation, with implications for managers and academics alike. The qualitative findings generally showed that three dimensions of the uses of corporate reputation (i.e. value creation, strategic resources and corporate communication) are applicable to managers’ brand image strategy implementation. For the Taiwanese pharmaceutical industry, the research highlights that value creation herein pertains to the value created for the firm, as cost/sacrifice value, symbolic/expressive value and experience/hedonic value. Originality/value Reputation is one of the most important concerns for pharmaceutical firms, as it develops and builds trust with key stakeholders. However, in the pharmaceutical industry context, the application and uses of corporate reputation is little researched. A need exists for research that examines the effects of the uses of corporate reputation at the firm level. This paper fills this important gap in developing a conceptual framework for the uses of corporate reputation in the pharmaceutical industry. In addition, most studies on the uses of corporate reputation in pharmaceuticals are in the contexts of Western countries, thus limiting the generalisablility. Taiwan is the context for the present study.

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Olegario, Rowena, and Christopher McKenna. "Introduction: Corporate Reputation in Historical Perspective." Business History Review 87, no. 4 (2013): 643–54. http://dx.doi.org/10.1017/s0007680513001074.

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“Corporate reputation” is a term that on the face of it hardly needs explanation. Historians have long used it in an unproblematic fashion to refer to the way a firm is perceived by others. Yet as with many such terms, corporate reputation can be theorized or at least formally defined. Scholars in the fields of marketing and organization increasingly are doing both; since the 1980s they have attempted to distinguish reputation from the related constructs of image, identity, status, legitimacy, celebrity, and brand equity. The project is ongoing, and a strong consensus has not yet been reached on how to define corporate reputation. Charles Fombrun, whose definitions have been perhaps the most widely used, suggests the following: “a collective assessment of a company's attractiveness to a specific group of stakeholders relative to a reference group of companies with which the company competes for resources.” Fombrun's definition contains three core ideas: firms have multiple reputations, depending on which stakeholders are being considered; corporate reputation is a comparative construct, because a firm is always judged in relation to something else—in this case, the firm's competitors; and firms' reputations are a source of competitive advantage or disadvantage.Historians, who for valid intellectual reasons rarely attempt the formal definition of terms, have not participated in the theorizing of corporate reputation. Yet the peculiar skills of historians are much needed; for if the study of corporate reputation has underemphasized the role of institutional phenomena such as rules, norms, processes, and structures, it has all but ignored historical context and historical processes.

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Lekhanya, Lawrence Mpele. "The Impact Of Viral Marketing On Corporate Brand Reputation." International Business & Economics Research Journal (IBER) 13, no. 2 (February 27, 2014): 213. http://dx.doi.org/10.19030/iber.v13i2.8437.

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This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.

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Seo, Eun-Ju, and Jin-Woo Park. "A Study on the Impact of Airline Corporate Reputation on Brand Loyalty." International Business Research 10, no. 1 (December 8, 2016): 59. http://dx.doi.org/10.5539/ibr.v10n1p59.

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This study analyzes the impact of airline corporate reputation on brand loyalty. An empirical analysis is carried out via a questionnaire survey of Korean airline passengers. The results from 250 respondents are then investigated using structural equation modeling. Airline corporate reputation is shown to have a significant influence on brand image, price, perceived service quality, and brand preference. In addition, price, perceived service quality, and brand preference have a statistically significant influence on behavioral loyalty and attitudinal loyalty.

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Pollák, František, Peter Dorčák, and Peter Markovič. "Corporate Reputation of Family-Owned Businesses: Parent Companies vs. Their Brands." Information 12, no. 2 (February 20, 2021): 89. http://dx.doi.org/10.3390/info12020089.

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The reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal object for reputation management research, as through their brands they integrate tradition and addressability at the same time. The main aim of the paper is to discuss the issue of innovative approaches to the online reputation management. We performed an in-depth analysis of online reputation through an Advanced sentiment analysis on the significant sample of ten largest family-owned businesses in the world. Taking into account all relevant determinants of reputation such as Google as well as major social networks, namely Facebook, Twitter, YouTube, and LinkedIn. As there is a noticeable difference between the marketing communication of the parent company and the marketing communication of the brand owned by the company, the findings of the analyses will provide a better insight into the issue of sustainable brand development. By identify good practices, as well as highlighting weaknesses, our research has the ambition to contribute to the shift of knowledge in the field of reputation management.

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Shahani, Akram Khan, Imamuddin Khoso, and Muhammad Sharif Abbasi. "The Impact of Corporate Reputation On Building Brand Equity: A Perspective Of Multinationals FMCGs." Journal of Business Strategies 13, no. 1 (October 31, 2019): 45–58. http://dx.doi.org/10.29270/jbs.13.1(2019).073.

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The purpose of this study is to generate a model to examine the relationships between corporate reputation and brand equity in a study of multinational firms operating within Pakistan. This research employs a quantitative approach to examine the hypothetical relationships presented in the conceptual framework. The data was collected from a sample of the assistant, deputy, and senior managers from various multinational firms of different origins having either manufacturing or operational concerns throughout Pakistan. The hypotheses testing suggests that the proposed model achieved an acceptable fit with the data (i.e., out of six hypotheses, five hypotheses were significantly accepted). The study has limitations in generalization, in terms of the survey questionnaire, the targeted audience (employees of the firms) and multi-national firms’ context. It was concluded that there is a significant impact of corporate reputation in building a firm’s overall brand equity. However, the magnitude of the impact of reputation over brand equity is subject to the choice of particular uses of corporate reputation. The study contributes to the corporate reputation literature in the area of brand management for multinational firms, particularly fast-moving-consumer-good (FMCG) firms existing in Pakistan.

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Özcan, Fatih, and Meral Elçi. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation." SAGE Open 10, no. 4 (October 2020): 215824402097237. http://dx.doi.org/10.1177/2158244020972372.

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Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’ perceived corporate social responsibility (CSR) and also examines the potential role of predicting employer brand, brand image, and corporate reputation. The study’s participants comprise employees working in different departments of various corporations. A total of 559 surveys were collected from randomly sampled company employees working in small and medium-sized enterprises (SMEs) in Turkey, and the responses were analyzed using component-based least squares modeling. The model was analyzed and validated by Smart partial least squares software. Employee-oriented CSR activities have a positive effect on employer brand and brand image perceptions among employees in SMEs. Perceived corporate reputation mediates this relationship.

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Kanisius, Michael, and Ari Setiyaningrum. "MEMBANGUN BRAND PREFERENCE MELALUI CORPORATE SOCIAL RESPONSIBILITY DAN PERCEIVED BRAND QUALITY." JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS 7, no. 2 (December 27, 2019): 170–81. http://dx.doi.org/10.30871/jaemb.v7i2.1611.

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Penelitian ini bertujuan untuk menganalisis pengaruh Corporate Social Responsibility (CSR) dan perceived brand quality terhadap brand preference pada konteks perusahaan perbankan. CSR yang diteliti mencakup CSR to environment, CSR to society, CSR to stakeholders, dan CSR reputation. BCA dipilih sebagai obyek penelitian dengan pertimbangan BCA merupakan bank swasta terbaik yang aktif menerapkan CSR. Penelitian dilakukan dengan metode survei melalui pendistribusian kuesioner kepada 173 nasabah BCA yang telah mengetahui tentang program-program CSR dari BCA. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling dengan teknik purposive sampling dan snowball sampling. Data dianalisis dengan menggunakan analisis regresi linier berganda. Hasil penelitian menemukan bahwa CSR to environment, CSR to society, CSR to stakeholders, CSR reputation, dan perceived brand quality berpengaruh terhadap brand preference.

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Gassmann, Oliver, Wolf-Christian Rumsch, Erich Rüetsche, and Martin A. Bader. "R&D Reputation and Corporate Brand Value." Research-Technology Management 52, no. 4 (July 2009): 16–19. http://dx.doi.org/10.1080/08956308.2009.11657575.

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Corkindale, David, and Marcus Belder. "Corporate brand reputation and the adoption of innovations." Journal of Product & Brand Management 18, no. 4 (July 17, 2009): 242–50. http://dx.doi.org/10.1108/10610420910972765.

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Narteh, Bedman, and Mahama Braimah. "Corporate reputation and retail bank selection: the moderating role of brand image." International Journal of Retail & Distribution Management 48, no. 2 (October 21, 2019): 109–27. http://dx.doi.org/10.1108/ijrdm-08-2017-0164.

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Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

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Lee, Chen-Ying, Wei-Chen Chang, and Hsin-Ching Lee. "An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty – evidence from the Taiwan non-life insurance industry." Social Responsibility Journal 13, no. 2 (June 5, 2017): 355–69. http://dx.doi.org/10.1108/srj-01-2016-0006.

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Purpose Corporate social responsibility (CSR) has gradually come to be regarded as a strategic business tool, and has a significant influence on consumers’ behaviours, but few studies discuss CSR regarding consumers’ behaviour in the insurance industry. The purpose of this paper is to investigate the effects of CSR on corporate reputation and customer loyalty. Design/methodology/approach This paper used a survey to assess consumers’ perception regarding CSR activities from non-life insurance industries. The questionnaires were administered to consumers who have purchased insurance in Taiwan. The survey questions were tested through an exploratory factor analysis. An analysis of variance and multiple regressions were performed to test the hypotheses. Findings The empirical results demonstrate that CSR activities have significantly positive influences on corporate reputation and customer loyalty. Additionally, CSR activities also have significantly positive influences on brand image. Furthermore, the study indicates the mediating role of brand image on CSR, corporate reputation and customer loyalty. Originality/value This paper establishes the mediating role of brand image among CSR, corporate reputation and customer loyalty for non-life insurance industries. Additionally, the empirical results focus on analysing the impact of CSR on customer’s behaviour, and strongly encourage insurers to continue investing; CSR and brand image can be strategic marketing tools and promote the sustainable development of insurance.

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Ebrahimi Hesari, Ailar, Elmira Shadiardehaei, and Behzad Shahrabi. "The Effect of Corporate Social Responsibility on Brand Performance with the Mediating Role of Corporate Reputation, Resource Commitment and Green Creativity." Tehnički glasnik 15, no. 1 (March 4, 2021): 84–91. http://dx.doi.org/10.31803/tg-20200922163131.

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Following the strategic decisions of business managers in the community, issues have been raised that lead to changes in the community. One of these issues, which is becoming increasingly important, is consideration of corporate social responsibility. Therefore, the focus of this study was the effect of corporate social responsibility on brand performance with the mediating role of corporate reputation, resource commitment and green creativity. The research method was survey. The statistical population was employees of private banks, 507 of whom participated in the study. Structural equation modelling with SMARTPLS software was used to analyse the data. The results showed the effect of corporate social responsibility is positive and significant on resource commitment, green creativity, corporate reputation and brand performance. The effect of resource commitment, green creativity and corporate reputation is positive and significant on brand performance. Brand performance will be improved if the company supports employee higher education, encourages employees to develop their skills and abilities, implements flexible policies to provide work-life balance for employees, prioritizes employee needs and demands, has plans to reduce the negative effects of the company on the environment, and participates in activities aimed at protecting and improving the quality of the environment.

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Hur, Won-Moo, Hanna Kim, and Jeong Woo. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation." Journal of Business Ethics 125, no. 1 (October 1, 2013): 75–86. http://dx.doi.org/10.1007/s10551-013-1910-0.

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Sidik, Fajar Mochamad. "Pengaruh Tanggung Jawab Sosial Perusahaan (CSR) Terhadap Corporate Reputation Dan Dampaknya Pada Brand Equity." JURNAL ILMU MANAJEMEN DAN BISNIS 7, no. 1 (August 30, 2018): 41. http://dx.doi.org/10.17509/jimb.v7i1.12772.

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Dalam beberapa tahun terakhir, Tanggung Jawab Sosial Perusahaan (CSR) telah memperoleh banyak perhatian dari peneliti dan profesional. Sejumlah penelitian telah dilakukan untuk menentukan dampak dari tanggung jawab sosial perusahaan pada dimensi yang berbeda dari organisasi. Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh Tanggung Jawab Sosial Perusahaan (CSR) terhadap Corporate Reputation dan dampaknya pada Brand Equity. Jenis Penelitian yang digunakan adalah deskriptif verifikatif dan metode yang digunakan adalah explanatory survey dengan tehnik simple random sampling. Kuesioner dikirim melalui email dan panel online ke 218 perusahaan pelanggan PT. Bio Farma. Teknik analisis data yang digunakan adalah Path Analysis dengan alat bantu software komputer SPSS 23.0. Studi ini menemukan bahwa tingkat CSR yang lebih tinggi berhubungan positif dengan tingkat yang lebih tinggi dari Corporate Reputation serta Brand Equity. Selain itu, hasil empiris menunjukkan bahwa CSR secara tidak langsung mempengaruhi Brand Equity melalui peran mediasi Corporate Reputation. Hal ini menunjukkan bahwa tanggung jawab sosial perusahaan dan reputasi perusahaan memiliki dampak yang signifikan dan positif terhadap ekuitas merek. Ini juga mendukung efek sebagian mediasi dari reputasi perusahaan pada hubungan antara CSR dan ekuitas merek. Penelitian ini menemukan bahwa untuk mencapai tingkat yang lebih tinggi dari Brand Equity dan Corporate Reputation, PT. Bio Farma harus meningkatkan Tanggung Jawab Sosial Perusahaan (CSR).

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Loureiro, Sandra Maria Correia, Eduardo Moraes Sarmento, Goulwen Le Bellego, and Len Tiu Wright. "The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector." Cogent Business & Management 4, no. 1 (January 1, 2017): 1360031. http://dx.doi.org/10.1080/23311975.2017.1360031.

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Sammour, Ammar Abdellatif, Weifeng Chen, and John M. T. Balmer. "Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis." Qualitative Market Research: An International Journal 23, no. 3 (May 2, 2020): 447–70. http://dx.doi.org/10.1108/qmr-03-2018-0039.

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Purpose This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864. Design/methodology/approach This empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework. Findings This study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits. Practical implications The discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success. Originality/value This is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

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Medina Aguerrebere, Pablo, Toni González Pacanowski, and Eva Medina. "Building meaningful brands through social media." Harvard Deusto Business Research 10, no. 1 (May 29, 2021): 176–89. http://dx.doi.org/10.48132/hdbr.342.

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Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public relations approach and ban all marketing-related initiatives, and, finally, conduct constantly different research initiatives about the health market.

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Maldonado-Guzman, Gonzalo, Sandra Yesenia Pinzón-Castro, and Cid Leana-Morales. "Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business." Journal of Management and Sustainability 7, no. 3 (August 2, 2017): 38. http://dx.doi.org/10.5539/jms.v7n3p38.

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Several investigations are commonly found in marketing literature but there are relatively few theoretical and empirical researches that associate marketing with corporate social responsibility (CSR). There are even less empirical investigations that relate these two important constructs with firm reputation of enterprises aimed to small and medium-size enterprises (SMEs) which shows a clear void in literature regarding the existing relation between CSR activities, brand image of products or services created by enterprises and their firm reputation. For this reason, the main objective of this research paper is the analysis of the existing relation between CSR activities, firm reputation and brand image of products or services of SMEs by using a sample of 308 enterprises from Aguascalientes State. The results obtained show that CSR activities have positive and significant effects in both the firm reputation and brand image of products or services created by SMEs.

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Julina, Julina. "Pengaruh Komunikasi dari Mulut ke Mulut terhadap Citra Merek dan Reputasi Perusahaan serta dampaknya pada Nilai Pelanggan." Sosial Budaya 15, no. 1 (June 30, 2018): 67. http://dx.doi.org/10.24014/sb.v15i1.5431.

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This study aims to determine the effect of word of mouth on the brand image and company reputation and its impact on customer value. Data were collected using a questionnaire containing statements about the variables studied. After tested the validity and reliability, the data then analyzed using simple and multiple regression. The results found no effect of word of mouth on the brand image and corporate reputation, while there was a positive and significant influence between the brand image and the company's reputation on customer value.

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Spangler, Scott, Ying Chen, Larry Proctor, Ana Lelescu, Amit Behal, Bin He, Thomas D. Griffin, Anna Liu, Brad Wade, and Trevor Davis. "COBRA – mining web for COrporate Brand and Reputation Analysis." Web Intelligence and Agent Systems: An International Journal 7, no. 3 (2009): 243–54. http://dx.doi.org/10.3233/wia-2009-0166.

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Omar, Maktoba, Robert L. Williams, and David Lingelbach. "Global brand market‐entry strategy to manage corporate reputation." Journal of Product & Brand Management 18, no. 3 (May 29, 2009): 177–87. http://dx.doi.org/10.1108/10610420910957807.

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Syed Alwi, Sharifah Faridah, Sulaiman Muhammad Ali, and Bang Nguyen. "The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty." Business Ethics Quarterly 27, no. 3 (July 2017): 393–422. http://dx.doi.org/10.1017/beq.2017.20.

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ABSTRACT:This study aims to develop an ethical branding framework that determines whether a corporate brand’s functional and emotional values, that is, product, service quality, and perceived price (antecedents), influence ethical branding and, consequently, company reputation and brand loyalty (consequences) among industrial buyers of electronic office equipment in Malaysia. Using structural equation modelling, the article demonstrates the effects of perceived price, quality of product and service on ethical branding, company reputation, and brand loyalty. The results reveal that product quality directly influences ethical brand perceptions and, consequently, company reputation. Perceived price and service quality do not directly affect company reputation; instead, they affect its identification through ethical branding. The findings thus demonstrate that product quality, perceived price, and service quality affect company reputation through the mediation of ethical branding. This highlights that an ethical brand is effective for companies to maintain their reputation among industrial buyers.

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Okhrimenko, Oksana, and Iryna Manaienko. "Forming the life insurance companies’ reputation in Ukrainian realities." Insurance Markets and Companies 10, no. 1 (January 15, 2020): 49–60. http://dx.doi.org/10.21511/ins.10(1).2019.05.

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Insurers’ understanding of reputation importance is a key factor of their successful performance at the market. It particularly concerns life insurance sector, which has a significant development potential in Ukraine.The article aims at deepening scientific and practical essentials concerning the formation of life insurance companies’ reputation in conditions of market competition aggravation and insurance market conjuncture volatility.Based on ranking assessments used in Ukraine (Insurance Top, Mind, “My insurance agent” and the ranking of the corporate reputation management quality “REPUTATIONAL ACTIVists”), the need for ensuring the insurers’ reputation stability in conditions of acute competition at the market was substantiated. The results of financial statements analysis and corporate governance reporting of insurance companies ASKA-LIFE, TAS, KD Life, PZU Ukraine, UNIQA Life, MetLife were presented. It was substantiated that, within studying the life insurance companies’ reputation, along with main financial indicators, there is a need to analyze in details such indicators as insurance premiums and investment income for one insured from savings life insurance, average payments, current accounts payable, etc.It was proved that for reputation capital development, it is worth strengthening the role of corporate social responsibility, and to consider insurance companies’ assessment on the part of clients and employees who are brand advocates and affect the companies’ reputation formation.

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Gazzola, Patrizia, Stefano Amelio, and Roberta Pezzetti. "CSR as a Driver of Corporate Reputation: Family Firms in the Italian Luxury Industry." International Journal of Business Administration 11, no. 6 (October 19, 2020): 21. http://dx.doi.org/10.5430/ijba.v11n6p21.

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The aim of the paper is to analyse the relationship between Corporate Social Responsibility (CSR) and brand reputation in the luxury sector. In particular, the paper from one hand analyzes the drivers that lead to a growing integration of social responsibility in the competitive strategies of luxury firms and, on the other hand focuses on the role of CSR as a driver of brand reputation. Starting from review of the literature, the factors that influence the reputation in the brand-based global luxury industry are discussed, highlighting a gradual shift from reputation based on product quality to one focused on firm’s sustainability. The methodology also includes three case studies of Italian family firms representing best practices in CRS reputation according to 2015 version of Standard Ethics Italian Index: Brunello Cucinelli, Damiani and Luxottica. The study highlights the increasing role CSR practices are assuming in the luxury industry along with the needs for luxury firms to adopt strategic innovations and innovative business models coherent with the principles of sustainability. Furthermore, the analysis illustrates how different socially responsible behaviors have influenced the economic results of the three companies analyzed. The empirical evidences contribute to the CSR and reputation literature by focusing on Italian family firms operating in the luxury sector.

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Dampérat, Maud, Alexandra Lewicki, and Alain Jolibert. "Modeling buyer-based brand equity in industrial settings." Recherche et Applications en Marketing (English Edition) 29, no. 4 (October 7, 2014): 7–31. http://dx.doi.org/10.1177/2051570714552394.

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This article proposes and empirically tests a model of buyer-based brand equity in industrial settings. We conceptualize industrial buyer-based brand equity as a second-order construct. We examine the mediating role of buyer-based brand equity and the determinant role of corporate reputation.

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Putra, Arie Pratama, Armanu Armanu, and Sudjatno Sudjatno. "THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY, BRAND PERSONALITY AND CORPORATE REPUTATION ON BRAND LOYALTY OF MODERN RETAILERS." JURNAL APLIKASI MANAJEMEN 17, no. 1 (March 1, 2019): 66–75. http://dx.doi.org/10.21776/ub.jam.2019.017.01.08.

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Mahmood, Asif, and Jamshed Bashir. "How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR." International Journal of Engineering Business Management 12 (January 1, 2020): 184797902092754. http://dx.doi.org/10.1177/1847979020927547.

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The concept of corporate social responsibility (CSR) has been embedded across psychological and physical frontiers of organizations building up on philanthropy, ethics, regulation, and economy. However, there is a lack of empirical evidence that how CSR gears up various aspects of an organization. The major objective of the present study is to explain the multidimensional catalytic role of CSR in transforming brand equity from brand reputation in the fast-food industry. The study has been designed to get responses through a structured questionnaire to analyze the data through descriptive and inferential statistical techniques. Sample size of 420 consumers and employees of international fast-food chains, located in Pakistan, with diverse demographical profiles have been involved for the survey. Three models were developed to understand the aforementioned phenomenon; the first model examines the impact of brand reputation on brand equity, and the second model reassesses the same relationship with moderating role of CSR, while the third model evaluates the associations with each dimension of CSR. The results indicate that brand reputation is a significant predictor of brand equity, and its predictive power boosts up in the presence of CSR activities. It was also ascertained that CSR initiatives related to ethics, economy, and philanthropy expedite the process of conversion from brand reputation to brand equity. The legal aspect of CSR in developing economies could not prove to be fruitful in this particular context. The research would provide great insight to the managers of fast-food retail chains to evaluate investments for CSR activities in raising equity of their organizations.

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Caroll, Craig. "The Expressive Organization: Linking Identity, Reputation and the Corporate Brand." Corporate Reputation Review 3, no. 3 (July 2000): 276–78. http://dx.doi.org/10.1057/palgrave.crr.1540120.

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Singh, Nitya P. "Managing the adverse effect of supply chain risk on corporate reputation: The mediating role of corporate social responsibility practices." Journal of General Management 46, no. 4 (June 30, 2021): 251–61. http://dx.doi.org/10.1177/0306307020969474.

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Within the last decade, research has focussed on corporate social responsibility (CSR) practices as a strategic tool that enables firms to improve stakeholder perception, brand image and corporate reputation. However, one area that remains understudied is the role played by CSR practices in managing corporate reputation under conditions of supply chain risk. To answer this research question, we conduct a literature review and develop the corresponding hypothesis. We test our hypothesis using quantitative analysis of both primary and secondary data collected from organizations dispersed globally. The results highlight that under conditions of supply chain network disruption risk, CSR practices play an important role in enabling firms to manage the negative impact of such risk drivers on corporate reputation. The study further suggests that CSR practices positively impact supply chain risk management (SCRM) practices and are a necessary condition for SCRM practices to be effective in improving corporate reputation of organizations.

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Fanani, Zaenal, and Linda Suci Alfiyanti. "Effect of Board Gender, Political Connection, Military Experience, and Board Activity Toward Company Reputation." Jurnal Reviu Akuntansi dan Keuangan 10, no. 2 (July 25, 2020): 271. http://dx.doi.org/10.22219/jrak.v10i2.12314.

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This study aims to determine the effect of board gender, political connection, military experience, and board activity to the corporate reputation for the year 2014-2016. The population in this study are companies which listed in Indonesia's Top 100 Most Valuable Brand rankings from SWA magazine for the year 2014, 2015 and 2016. Purposive sampling is used to determine the sample with a total of 223 firm-year observations. Multiple linear regression analysis techniques were performed to analyze whether board gender, board activity, political connection, and military experience are associated with corporate reputation. The results show that board activity and political connection have a positive effect to the corporate reputation. Military experience has a negative effect to the corporate reputation. However, board gender does not have significant effect to the corporate reputation. This research contributes to the development of science or accounting issues by testing the political connection, military experience, and board meeting variables as independent variables and company's reputation as dependent variable, this model has never been done by researchers before.

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Boshoff, Christo. "The influence of “buffering” variables on clients’ willingness to engage in dysfunctional behavior after a service failure." South African Journal of Economic and Management Sciences 17, no. 3 (May 29, 2014): 297–309. http://dx.doi.org/10.4102/sajems.v17i3.689.

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Much of the current service failure and recovery literature centres on reactive, post hoc measures that managers can take to address service failure. More importantly, much of the reported research has focused on managerial mechanisms under the direct control of service managers. This study shows that by viewing their responsibilities more broadly than only their narrow service-related goals, service managers can do much to prevent disgruntled clients from switching to competing service providers.A thousand clients of a commercial bank who complained about a service failure completed an online questionnaire. Following a thorough assessment of the construct validity of the measurement model, the mediating role of brand superiority and corporate reputation was assessed by means of structural equation modeling. The results reveal that both brand superiority and reputation mediate the relationship between negative word-of-mouth and intentions to switch to a competing service provider, following a service failure.The results show that by enhancing the firm’s brand superiority and corporate reputation, service firms can build a ‘buffer’ that can deter clients who have suffered a service failure from switching to a competing service provider. In other words, service managers should broaden their organisational involvement by participating in activities such as strategic planning, corporate reputation management, and the planning of brand strategies and positioning strategies, as these variables can prevent complaining clients from ending their relationship with the offending service provider. The results, by implication, caution service managers against a myopic view of their role in the service organisation.

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Journal articles on the topic 'Corporate Brand Reputation'

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