An empirical examination of the dimensions, antecedents, and consequences of corporate reputation

Abstract

The importance of corporate reputation for improving organizational performance has long been recognized by academicians all over the world, as this is the only way to account for lack of tangibility in this globalized economy. However, despite the critical role of reputation for organizational performance, there is a conspicuous absence of the discourse on the enablers, dimensions and consequences of customer based corporate reputation (CBR) in general and developing countries in particular. This study attempts to bridge this knowledge gap by investigating the link among sub-dimensions of CBR. The study has considered enablers such as Customer Satisfaction (CS) and Trust (T) and the outcome variables considered for testing includes Word of Mouth (WOM) and Loyalty. Partial Least Squares (PLS) path modelling technique was chosen to evaluate the proposed model. 224 consumer responses of leading banks in India have been collected and analysed. Based upon findings, guidelines for better CBR management have been suggested along with the unique contribution of the study. Serials Publications Pvt. Ltd.