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The Effect Of Corporate Reputation On Consumer Behaviour And Purchase Intentions

Author

Listed:
  • Ibrahim KIRCOVA

    (Yildiz Technical Universiy, Faculty of Economics and Administrative Sciences, Business Administration Department, Davutpasa Campus, Istanbul, Turkey.)

  • Emel ESEN

    (Yildiz Technical Universiy, Faculty of Economics and Administrative Sciences, Business Administration Department, Davutpasa Campus, Istanbul, Turkey.)

Abstract

Corporate reputation is defined as stakeholder?s overall assessment of a company?s performance over time. It reflects multiple stakeholders? perceptions about organization?s effectiveness. Companies with high reputation create competitive advantage and are more likely to influence customers? behaviors and attitudes. The main purpose of this study is to analyze Volkswagen?s reputation after the emission scandal from the perspective of Turkish customers and also explain the effects of Volkswagen reputation on customer intentions and outcome variables as customer satisfaction, customer loyalty, customer trust, repurchase and word of mouth. For this purpose, research questionnaire was designed by researchers to measure reputation and customer variables and understand the interactions. 253 Volkswagen customers and noncustomers have participated in the research. Results show that corporate reputation has a positive influence on both customer intentions and outcomes.

Suggested Citation

  • Ibrahim KIRCOVA & Emel ESEN, 2018. "The Effect Of Corporate Reputation On Consumer Behaviour And Purchase Intentions," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 10(4), pages 21-32, December.
    • Handle: RePEc:rom:mrpase:v:10:y:2018:i:4:p:21-32
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    References listed on IDEAS

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    Cited by:

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    2. Maria Teresa Cuomo & Debora Tortora & Alessandro Danovi & Giuseppe Festa & Gerardino Metallo, 2022. "Toward a ‘New Normal’? Tourist Preferences Impact on Hospitality Industry Competitiveness," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 212-225, August.
    3. Nguyen Minh Ha & Le Quoc Phong & Tran Kiem Viet Thang & Huynh Luong Tam & Tran Hai Dang & Nguyen Thi Mai Hoa, 2023. "Mediating role of corporate reputation in the relationship between corporate social responsibility and repurchase intention: A case study of McDonald’s fast food restaurant chain," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 19-38.

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