Exploring the Causal Structure Between Perceived Corporate Reputation and Consumer Satisfaction – an Experimental Investigation

Sabrina Helm, Ina Garnefeld, Julia Spelsiek

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

Corporate reputation and consumer satisfaction can both be regarded as important drivers of a firm’s competitive advantage (Balmer and Greyser 2003; Fombrun 1996, Fornell 1992). Investigating the antecedents and consequences of these two constructs is of growing interest for academic research and marketing practice alike. Reputation has been shown to be a determinant in purchase decision making (Carmeli and Tishler 2005). Reputation serves as a quality signal that reduces uncertainty of consumers prior to a purchase decision. Building a favorable reputation is therefore deemed an effective way to gain market access and acceptance. After instigating a transaction with a new customer, achieving high rates of customer satisfaction becomes an important goal for firms as satisfaction is viewed as one of the major determinants of customer repurchase and word-of-mouth (Anderson and Sullivan 1993).

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages188
Number of pages1
DOIs
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Causal Structure
  • Consumer Satisfaction
  • Corporate Reputation
  • Customer Satisfaction
  • Purchase Decision

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

Fingerprint

Dive into the research topics of 'Exploring the Causal Structure Between Perceived Corporate Reputation and Consumer Satisfaction – an Experimental Investigation'. Together they form a unique fingerprint.

Cite this