Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets

Sabrina Helm, Risto T. Salminen

Research output: Contribution to journalArticle

33 Scopus citations

Abstract

Corporate reputation is an important intangible asset that enables firms to establish customer relationships. Customer relationships, specifically customer reference relationships, can in turn be utilized to build supplier reputation in industrial markets. The aim of this conceptual article is to analyze the combination of these two concepts. It lays the foundation for further investigations into the effectiveness of reference customer relationships in enhancing supplier reputation. By developing propositions on the determinants impacting effectiveness of reputation transfer between customer and supplier firm, implications for practice and research in business marketing and corporate reputation management are derived.

Original languageEnglish (US)
Pages (from-to)737-743
Number of pages7
JournalIndustrial Marketing Management
Volume39
Issue number5
DOIs
StatePublished - Jul 1 2010

Keywords

  • Corporate reputation
  • Customer references
  • Customer relationships
  • Industrial marketing
  • Reputation

ASJC Scopus subject areas

  • Marketing

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