scholarly journals Believe It or Not: How Social Axioms Impact on Customer Perceptions of Corporate Brand Reputation

2015 ◽  
pp. 836-836
Author(s):  
Kevin Money ◽  
Bettina West ◽  
Carola Hillenbrand
Keyword(s):  
Corporate Brand ◽  
Customer Perceptions ◽  
Social Axioms ◽  
Brand Reputation

Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Laee Choi ◽  
Thomas Burnham
Keyword(s):  
Knowledge Sharing ◽  
Two Dimensions ◽  
Third Party ◽  
Customer Engagement ◽  
Social Self ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Reputation ◽  
Causal Direction ◽  
Status Seeking

Purpose Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing behaviors (CVSB). It then assesses the moderating effect of consumer status-seeking on the relationships studied. Design/methodology/approach To prevent common method bias and substantiate causality claims, a third-party brand reputation measure is combined with a consumer survey. Process is used to test the hypotheses using 359 consumer responses collected via Amazon MTurk. Findings The results indicate that higher inner-self and social-self expressive perceptions derived from strong brand reputations increase consumer knowledge sharing and social influence behaviors. The effect of social-self expressive brand perceptions on CVSB is positively moderated by consumer status-seeking. Practical implications Firms should leverage existing brand reputation investments to strengthen customer perceptions of their brands as self-expressive and facilitate greater social and knowledge-sharing engagement by status-seeking consumers. Originality/value This study identifies a new mechanism linking brand reputation and CVSB: consumer perceptions of the self-expressiveness of brands. Moreover, it distinguishes the effects of two dimensions of brand self-expressiveness and substantiates the customer engagement behavior value of investing in brand reputation as measured by third parties.

scholarly journals The Impact Of Viral Marketing On Corporate Brand Reputation

2014 ◽  
Vol 13 (2) ◽  
pp. 213 ◽  
Author(s):  
Lawrence Mpele Lekhanya
Keyword(s):  
South African ◽  
Sampling Method ◽  
Small Sample ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Corporate Brand ◽  
Brand Reputation ◽  
Negative Comments ◽  
The Impact ◽  
Quantitative Nature

This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.

scholarly journals Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model

2020 ◽  
Vol 12 (3) ◽  
pp. 940 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Social Responsibility ◽  
Employee Commitment ◽  
Brand Commitment ◽  
Brand Performance ◽  
Corporate Brand ◽  
Internal Branding ◽  
Brand Reputation ◽  
The People ◽  
Corporate Social Responsibility Practice ◽  
High Level

So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

The Toyota Recall Crisis: Media Impact on Toyota's Corporate Brand Reputation

2013 ◽  
Vol 16 (2) ◽  
pp. 99-117 ◽  
Author(s):  
David Fan ◽  
David Geddes ◽  
Felix Flory
Keyword(s):  
Corporate Brand ◽  
Media Impact ◽  
Brand Reputation

The effect of environmental CSR issues on corporate/brand reputation and corporate profitability

2014 ◽  
Vol 26 (4) ◽  
pp. 330-339 ◽  
Author(s):  
Morteza Khojastehpour ◽  
Raechel Johns
Keyword(s):  
Corporate Social Responsibility ◽  
Resource Utilization ◽  
Design Methodology ◽  
Extensive Literature ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Reputation ◽  
Corporate Social ◽  
Positive Effect ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate the effect of environmental corporate social responsibility (CSR) (climate responsibility and natural resource utilization) on corporate/brand reputation and corporate profitability. Design/methodology/approach – Building on extensive literature, a conceptual model of environmental CSR-corporation that includes three factors of consumer behavior is proposed. Findings – The study highlights that environmental CSR has a positive effect on corporate/brand reputation and corporate profitability. Practical implications – The findings of this study highlight the importance of managing environmental CSR for corporations that intend to gain reputation and profitability. Originality/value – This paper is one of the first to highlight the effect of environmental CSR on corporate/brand reputation and corporate profitability.

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