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The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector

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  • Sandra Maria Correia Loureiro
  • Eduardo Moraes Sarmento
  • Goulwen Le Bellego

Abstract

The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim that customer citizen helping others is one of the most important corporate attributes perceived by customers of the three brands. Limitations and suggestions for further research are also provided.

Suggested Citation

  • Sandra Maria Correia Loureiro & Eduardo Moraes Sarmento & Goulwen Le Bellego, 2017. "The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1360031-136, January.
    • Handle: RePEc:taf:oabmxx:v:4:y:2017:i:1:p:1360031
    DOI: 10.1080/23311975.2017.1360031
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    Cited by:

    1. Mridula S. Mishra & Ruppal W. Sharma, 2019. "Brand Crisis-Sentiment Analysis of User-Generated Comments About @Maggi on Facebook," Corporate Reputation Review, Palgrave Macmillan, vol. 22(2), pages 48-60, May.
    2. Vikrant Kaushal & Nurmahmud Ali, 2020. "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 254-266, November.
    3. Sayibu Ibrahim Nnindini & Justice Boateng Dankwah, 2022. "Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry," Information Management and Business Review, AMH International, vol. 13(4), pages 23-38.
    4. Zubaida Qazi & Wasim Qazi & Syed Ali Raza & Sara Qamar Yousufi, 2022. "The Antecedents Affecting University Reputation and Student Satisfaction: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 25(4), pages 253-271, November.
    5. Faheem Gul Gilal & Nisar Ahmed Channa & Naeem Gul Gilal & Rukhsana Gul Gilal & Zhenxing Gong & Na Zhang, 2020. "Corporate social responsibility and brand passion among consumers: Theory and evidence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2275-2285, September.
    6. Jakub Soviar & Martin Holubčík & Josef Vodák & Miroslav Rechtorík & František Pollák, 2019. "The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic," Sustainability, MDPI, vol. 11(7), pages 1-21, April.
    7. Agovino, Massimiliano & Ferraro, Aniello & Garofalo, Antonio, 2023. "Are green cars an optimal and efficient choice for motorists? Evidence from Italy," Transport Policy, Elsevier, vol. 141(C), pages 140-151.
    8. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.

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