THE IMPACT OF THE CUSTOMER-BASED CORPORATE REPUTATION SCALE ON THE BEHAVIOURAL INTENTIONS

This paper intends to be a brief and comprehensive presentation about the mode in which the reputation of an economic institution may influence the behavioural intentions of consumers. Thus being a qualitative indicator, based upon the perceptions of the interested parties, reputation may act upon t...

Full description

Saved in:
Bibliographic Details
Published in:Revista economică (Sibiu, Romania) Romania), 2021-10, Vol.73 (3), p.97-109
Main Author: DRUGA, Razvan-Ionut
Format: Article
Language:English
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This paper intends to be a brief and comprehensive presentation about the mode in which the reputation of an economic institution may influence the behavioural intentions of consumers. Thus being a qualitative indicator, based upon the perceptions of the interested parties, reputation may act upon the behavioural intentions in manifold modes. The literature review and the case study had at their core the usage of the dimensions of the customer-based corporate reputation scale (CBR scale). A questionnaire was used for the case study, with applicability in the Romanian banking sector. The conclusions of this research show the fact that each dimension acts in a different mode upon the behavioural intentions of the consumers.
ISSN:2344-5424
2344-5424
DOI:10.56043/reveco-2021-0025