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Affective Commitment and Corporate Reputation. The Effects of Attitude toward Advertising and Trust


  • Izlem Gozukara


  • Osman Yildirim


Affective commitment refers to the psychological attachment of an individual to an organization. It is the desire reflecting the extent to which an individual wants to be involved in an organization. It includes a sense of belonging and connection. Affective commitment influences employee/customer behaviors. In the context of higher education, affective commitment levels of students may determine student retention and affect prospective students. The objective of this study is to determine the variables that can influence the university students’ affective commitment to their university. Therefore, the present study investigates affective commitment and corporate reputation based on the effects of attitude toward advertising and trust among undergraduate students in a foundation university. The study sample included 288 university students and the study data was collected using questionnaires. A structural equation model (LISREL) was used to analyze the relationships between affective commitment, corporate reputation, attitude toward advertising and trust. The study results demonstrated that all one-side relations seen in the proposed model were statistically significant and all hypotheses were confirmed with a statistical significance for all variables.

Suggested Citation

  • Izlem Gozukara & Osman Yildirim, 2015. "Affective Commitment and Corporate Reputation. The Effects of Attitude toward Advertising and Trust," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 1(3), pages 126-147, September.
  • Handle: RePEc:khe:scajes:v:1:y:2015:i:3:p:126-147

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    References listed on IDEAS

    1. Burke, Marian C & Edell, Julie A, 1986. " Ad Reactions over Time: Capturing Changes in the Real World," Journal of Consumer Research, Oxford University Press, vol. 13(1), pages 114-118, June.
    2. Bolton, R.N. & Lemo, K.N. & Verhoef, P.C., 2002. "The Theoretical Underpinnings of Customer Asset Management," ERIM Report Series Research in Management ERS-2002-80-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    3. Chris Styles & Paul G Patterson & Farid Ahmed, 2008. "A relational model of export performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(5), pages 880-900, July.
    4. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 34-51, June.
    5. Capozzi, Louis, 2005. "Corporate Reputation: Our Role in Sustaining and Building a Valuable Asset," Journal of Advertising Research, Cambridge University Press, vol. 45(03), pages 290-293, September.
    6. Thomas M. Krueger & Mark A. Wrolstad & Shane Van Dalsem, 2010. "Contemporaneous relationship between corporate reputation and return," Managerial Finance, Emerald Group Publishing, vol. 36(6), pages 482-490, May.
    7. Goldberg, Marvin E & Hartwick, Jon, 1990. " The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 172-179, September.
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    More about this item


    Affective commitment; corporate reputation; attitude toward advertising; trust; higher education;

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility


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