A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets
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| Language: | English |
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The Ohio State University / OhioLINK
2000
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=osu1261405304 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu12614053042021-08-03T05:58:05Z A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets Long-Tolbert, Sylvia J. <p>This research introduces and tests a conceptual framework of the construction of corporate reputation to explicate its role in consumer relationships and its value as a source of sustainable competitive advantage. The framework builds on the tenets of sustainable competitive advantage to identify the antecedents and consequences of corporate reputation, with a special emphasis on relational factors. Specifically, this dissertation investigates in depth: 1) the effects of financial, operational, and relational competence on consumers' attitudes toward the company, 2) the relative importance of these antecedents in predicting corporate reputation, and 3) the effect of corporate reputation on the relational and economic benefits that arise from a company's relationships with consumers. Examination of these relationships provides a basis for delineating the process by which corporate reputation potentially generates superior rewards for a company and creates a sustainable competitive advantage.</p><p>These issues were explored in three web-based studies by surveying consumers' evaluation of a company with whom they had dealt with on multiple occasions for six months or longer. A traditional attitude measurement model was applied to measure the corporate reputation and its antecedents and consequences. Thus, participants in each study responded to items that measured their beliefs, attitudes, and behavioral intentions about the company. These data were then used to conduct an exploratory and confirmatory factor analysis to determine the dimensionality and psychometric properties of the antecedents of corporate reputation. Several regression models were then produced to test the relationships between corporate reputation and its antecedents and consequences. A more critical test of the direct and indirect influence of corporate reputation on market rewards was also examined using mediational analysis.</p><p>The outcome of these analyses suggests that four factors are the primary antecedents of corporate reputation in consumer relationships. The four factors identified were labeled (1) corporate character, (2) social sensitivity, (3) social utility, and (4) customer contact. Three of these antecedents, corporate character, social sensitivity, and social utility, were predicted to be important dimensions of relational competence and the results indicate that they are positive and significant predictors of corporate reputation. Other findings from this research suggest that corporate reputation had a significant effect on the relational and economic rewards conferred to a company. Relational rewards were also observed to mediate the impact of corporate reputation on economic rewards. It is concluded that relational rather than financial and operational competence is the primary driver of corporate reputation in consumer relationships.</p><p>The contribution of these and other findings to the theory and practice of relationship marketing and marketing strategy are discussed and directions for future research are suggested.</p> 2000 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1261405304 http://rave.ohiolink.edu/etdc/view?acc_num=osu1261405304 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
| collection |
NDLTD |
| language |
English |
| sources |
NDLTD |
| author |
Long-Tolbert, Sylvia J. |
| spellingShingle |
Long-Tolbert, Sylvia J. A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| author_facet |
Long-Tolbert, Sylvia J. |
| author_sort |
Long-Tolbert, Sylvia J. |
| title |
A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| title_short |
A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| title_full |
A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| title_fullStr |
A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| title_full_unstemmed |
A conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| title_sort |
conceptual framework and empirical tests of the antecedents and consequences of corporate reputation : a study of consumer markets |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2000 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1261405304 |
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