Proposing a Conceptual Model of Corporate Reputation Associated with Relationship Marketing and Customer Loyalty

Journal Article

, Faisal A. Albassami, Saleh S. Alqahtani & Mahmoud A. Saleh . 2015

• المجلة \ الصحيفة: International Journal of Marketing Studies
• رقم العدد: 6
• رقم الإصدار السنوي: 7
• الصفحات: 102

مستخلص المنشور

This article reviews the literature concerning the antecedents and consequences of corporate reputation and to propose a model in which corporate reputation is a core variable. The proposed model depicts relationship marketing as an independent variable, customer loyalty as a dependent variable, and the cognitive and affective factors of corporate reputation as mediating variables. This research is a conceptual contribution to global research on corporate reputation from the perspective of its implications on building marketing strategies and the positive consequences on a firm’s performance.