Customer-Based Corporate Reputation: A Study of Supermarket Customers

Abstract

This paper deals with a study on how supermarket customers in a developing country perceive the corporate reputation of a store they have bought from for a long period of time. The abridged customer-based corporate reputation (CBCR) scale of Walsh, Beatty and Shiu (2009) was used to measure customer perceptions. The study only found support for two of the five dimensions of the shortened Walsh et al. scale. The two dimensions are Customer orientation and Competitiveness of the firm. The findings are in line with the concerns expressed by earlier researchers when scales that originated in a developed country are considered for application in a developing country context.