Corporate Image and Reputation as Drivers of Customer Loyalty

Patricia Martínez García de Leaniz and Ignacio Rodríguez del Bosque Rodríguez
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Patricia Martínez García de Leaniz: University of Cantabria
Ignacio Rodríguez del Bosque Rodríguez: University of Cantabria

Corporate Reputation Review, 2016, vol. 19, issue 2, No 6, 166-178

Abstract: Abstract Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence supports the influence of these constructs on customer loyalty. This study investigates the influence of corporate image – comprised of functional and emotional aspects – and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as important strategic assets to enhance customer loyalty.

Keywords: corporate image; corporate reputation; customer loyalty; relationship marketing; SEM (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (12)

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DOI: 10.1057/crr.2016.2

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