Corporate Image and Reputation as Drivers of Customer Loyalty

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 functi...

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Bibliographic Details
Published in:Corporate reputation review 2016-04, Vol.19 (2), p.166-178
Main Authors: de Leaniz, Patricia Martínez García, del Bosque Rodríguez, Ignacio Rodríguez
Format: Article
Language:English
Subjects:
Behavior
Brand loyalty
Business and Management
Consumers
Corporate Communication/Public Relations
Corporate image
Customer services
Emotions
Employees
Financial performance
Hypotheses
Influence
Literature reviews
Management
Marketing
Original Article
Relationship marketing
Reputations
Services
Studies
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Summary: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.
ISSN:1363-3589
1479-1889
DOI:10.1057/crr.2016.2