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Corporate Image and Reputation as Drivers of Customer Loyalty

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  • Patricia Martínez García de Leaniz

    (University of Cantabria)

  • Ignacio Rodríguez del Bosque Rodríguez

    (University of Cantabria)

Abstract

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.

Suggested Citation

  • Patricia Martínez García de Leaniz & Ignacio Rodríguez del Bosque Rodríguez, 2016. "Corporate Image and Reputation as Drivers of Customer Loyalty," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 166-178, April.
    • Handle: RePEc:pal:crepre:v:19:y:2016:i:2:d:10.1057_crr.2016.2
    DOI: 10.1057/crr.2016.2
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    References listed on IDEAS

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    Cited by:

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    9. Mª Eugenia López‐Pérez & Iguácel Melero & F Javier Sese, 2017. "Management for Sustainable Development and Its Impact on Firm Value in the SME Context: Does Size Matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 985-999, November.
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