Importance of the Corporate Reputation in B2B Context in Iran: An Empirical Study
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In this article, the authors developed an integrated model that indicates the influence of corporate reputation on customer loyalty in Business-to-Business (B2B) markets by implementing the model of Cretu and Brodie (2007) with additional concentration on personal relationship in B2B.Abstract:
Corporate reputation researches have largely focus on consumer market and attention has been given to the business market recently. The purpose of this paper is to develop an integrated model that indicates the influence of corporate reputation on customer loyalty in Business-to-Business (B2B) markets by implementing the model of Cretu and Brodie (2007) with additional concentration on personal relationship in B2B. To achieve this purpose, a structured questionnaire distributed among 80 executive managers who work in variety industries such as construction, mining and generator motor equipment in Iran. The results prove that corporate reputation has effect on loyalty but with less impact in compared to satisfaction; moreover the personal relation has no significant impact on loyalty.read more
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References
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Journal ArticleDOI
Corporate image and corporate reputation in customers` retention decisions in services
Nha Nguyen,Gaston LeBlanc +1 more
TL;DR: In this paper, the relationship between corporate reputation and corporate image and their effect on the customers' retention decisions was investigated and it was shown that the degree of customer loyalty has a tendency to be higher when perceptions of both reputation and image are strongly favorable.
Journal ArticleDOI
The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective
Anca E. Cretu,Roderick J. Brodie +1 more
TL;DR: In this article, the influence of brand image and reputation on customers' perceptions of product and service quality, customer value, and customer loyalty in a business market where there are three manufacturers marketing their brands directly to a large number of small firms.
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A framework for marketing image management.
H Barich,Philip Kotler +1 more
TL;DR: The concept of "marketing image" is introduced and a system of image management is described: designing a study, collecting data, analyzing image problems, modifying the image, and tracking responses to that image.
Journal ArticleDOI
Relationship value and relationship quality: Broadening the nomological network of business‐to‐business relationships
Wolfgang Ulaga,Andreas Eggert +1 more
TL;DR: In this paper, the authors explored the relationship value as a key constituent of relationship quality, i.e., commitment, satisfaction, and trust, and found that relationship value is an antecedent to relationship quality and behavioural outcomes in the nomological network of relationship marketing.
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Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships
Wolfgang Ulaga,Andreas Eggert +1 more
TL;DR: In this article, the authors explored the relationship value as a key constituent of relationship quality, i.e., commitment, satisfaction, and trust, and found that relationship value is an antecedent to relationship quality and behavioural outcomes in the nomological network of relationship marketing.