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Reputation Management pp 151–161Cite as

Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion

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Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Unlike Fiedler, Walsh, Beatty, and Holloway focus on just one stakeholder group: customers. Regarded from a marketing point of view, the measurement of corporate reputation can be used as a new tool to segment various customer groups. Combined with traditional segmentation techniques, important insights for a differentiated marketing planning can be gained.

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Author information

Authors and Affiliations

  1. University of Koblenz, Koblenz, Germany

    Gianfranco Walsh

  2. University of Alabama, Alabama, USA

    Sharon E. Beatty

  3. Brock School of Business at Samford University, Birmingham, USA

    Betsy Bugg Holloway

Authors
  1. Gianfranco Walsh
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  2. Sharon E. Beatty
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  3. Betsy Bugg Holloway
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Corresponding author

Correspondence to Gianfranco Walsh .

Editor information

Editors and Affiliations

  1. , Retailing and Consumer Sciences, The University of Arizona, North Park Avenue 650, Tucson, 85721-0078, Arizona, USA

    Sabrina Helm

  2. , Strategieberatung für Kommunikation GmbH, Hering Schuppener Consulting, Kreuzstr. 60, Duesseldorf, 40210, Germany

    Kerstin Liehr-Gobbers

  3. , Strategieberatung für Kommunikation GmbH, Hering Schuppener Consulting, Kreuzstr. 60, Duesseldorf, 40210, Germany

    Christopher Storck

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© 2011 Springer-Verlag Berlin Heidelberg

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Walsh, G., Beatty, S.E., Holloway, B.B. (2011). Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion. In: Helm, S., Liehr-Gobbers, K., Storck, C. (eds) Reputation Management. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-19266-1_14

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