Abstract
This study analyzes the complex set of relationships among perceived organizational reputation, firm's quality of products/services, customers' satisfaction and multiple performance measures. A path analysis shows that reputation is influenced by customers' satisfaction, which is a mediator in the relationship between the firm's quality of products/services and reputation. Reputation is associated with the firm's growth and accumulation of customers' orders, but is not directly associated with market share, profitability and financial strength. Market share influences a firm's profitability and is a function of the firm's growth and accumulation of customers' orders, but it has no influence on the firm's financial strength.
| Original language | English |
|---|---|
| Pages (from-to) | 13-30 |
| Number of pages | 18 |
| Journal | Corporate Reputation Review |
| Volume | 8 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1 Apr 2005 |
Keywords
- advertising
- brand
- communications
- corporate branding
- customers' satisfaction
- e-communication
- identity
- image
- intangibles
- organizational performance
- perceived organizational reputation
- philanthropy
- positioning
- quality of products/services
- reputation
- stakeholder