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Corporate Image and Reputation as Drivers of Customer Loyalty

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Abstract

Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence supports the influence of these constructs on customer loyalty. This study investigates the influence of corporate image – comprised of functional and emotional aspects – and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as important strategic assets to enhance customer loyalty.

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Acknowledgements

This research was funded by the FPU Scholarship Program provided by the Spanish Ministry of Education, Culture and Sports.

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Authors and Affiliations

  1. Business Administration Department, University of Cantabria, Cantabria, Spain

    Patricia Martínez García de Leaniz & Ignacio Rodríguez del Bosque Rodríguez

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  1. Patricia Martínez García de Leaniz
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  2. Ignacio Rodríguez del Bosque Rodríguez
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APPENDIX

APPENDIX

Table A1

Table A1 Measurement Scales
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de Leaniz, P., del Bosque Rodríguez, I. Corporate Image and Reputation as Drivers of Customer Loyalty. Corp Reputation Rev 19, 166–178 (2016). https://doi.org/10.1057/crr.2016.2

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