Perceived corporate reputation and consumer satisfaction - An experimental exploration of causal relationships

Sabrina V Helm, Ina Garnefeld, Julia Tolsdorf

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Corporate reputation is increasingly recognised as an important intangible asset of the firm. Therefore, investigating its causes and consequences is of interest to practice and research alike. While some authors argue that consumer satisfaction is a cause of reputation, others hold the contrary view and claim that reputation determines satisfaction. This controversy in the literature is the starting point for the present paper in which the causality of the relationship between corporate reputation and consumer satisfaction is investigated. By conducting two experiments, we show a significant effect of consumer satisfaction onto corporate reputation as perceived by consumers. However, no significant impact of reputation onto satisfaction could be detected. These findings lead to implications for the marketing of new products and firms' reputation management.

Original languageEnglish (US)
Pages (from-to)69-74
Number of pages6
JournalAustralasian Marketing Journal
Volume17
Issue number2
DOIs
StatePublished - Jul 2009

Fingerprint

Consumer satisfaction
Corporate reputation
Reputation management
New firms
Firm reputation
Marketing
Experiment
Intangible assets
Causality
New products

Keywords

  • Causality
  • Consumer satisfaction
  • Corporate reputation
  • Experiment

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing

Cite this

Perceived corporate reputation and consumer satisfaction - An experimental exploration of causal relationships. / Helm, Sabrina V; Garnefeld, Ina; Tolsdorf, Julia.

In: Australasian Marketing Journal, Vol. 17, No. 2, 07.2009, p. 69-74.

Research output: Contribution to journalArticle

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